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... a tactic to undermine people's opinions by ascribing them to unproductive emotional reactions, rather than objective evaluations...

Isn't "liking" Windows 8 less than Windows 7 an emotional reaction?

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I like a $20 bill more than a $10 bill. Is that an emotional reaction? No, it's an objective value judgement based on the fact that the former is more useful (roughly twice as useful) as the latter. The word "like" merely expresses preference. It's neutral as to the basis of the preference, which may be emotional, rational or some combination.

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