This much Frank Luntz has right - language can be very important. TXI "recycled" toxic wastes into fuel. Exide "recycles" used batteries. Natural gas is a "clean fuel." When one side or another of a controversy can control the words used to describe the action, they're controlling the reaction to those words as well. Back when everything was hunky-dorey in the gas industry, insiders begin playfully throwing around the word "fracing" to describe the new practice of horizontal drilling. It looked like a soft "c" but it was pronounced like a hard one. Nobody objected or ran out to focus-group the term. But when citizens started putting a "k" in the word to make the spelling match the actual pronunciation, then the whining began. Suddenly, people were guilty of misusing the term, purposely making it look like more like a commonly used curse word, turning industry's precious slang term into a slur. It had "negative connotations." Too bad. You make your etymological bed and now you have to drill in it. If only the gas industry would spend as much time cleaning up their operations as they do crying over spilled frack fluid.