Most gravely, Wolf and her fellow travelers have spent years mangling the meaning of the fight against authoritarianism, fascism, and genocide—nothing less than humanity’s worst crimes. And they have done it at a time when we are in dire need of a robust anti-fascist alliance, in large part thanks to their own relentless inflammation and misinformation and the resentments they have sown. Brand dilution and brand harm are trivial matters—but these crimes and the ability to name them matter a great deal.

SEED: Could be an essay on how language dilution of grave political terms corrodes real organizing, using brand-dilution as the analogy.

Naomi Klein, Doppelganger, loc. 225