when there's a trade-off (ex. individuality vs solidarity) people call the other one with a word with bad connotation (ex.: egoism) to avoid acknowledging there's a trade-off (this is probably not the best example, but pointing in a direction)
Although, I guess there’s a lot of trade-offs are a spectrum, and words with good connotation means going towards the optimal trade-off, and words with bad connotation means going away from it.
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