It's called minimizing language, and it's used by people that recognize shit is fucked but they either can't or don't wanna do anything about it. You take common phrases/terms and obfuscate its meaning with either complex words or softer/clinical-sounding ones. It's not a car crash, it's an auto incident. It's not a company downsizing, it's an employee reduction. It's not a gangbanger, it's a justice-involved youth. It's not a crippled leg, it's a physical impairment. It's not a pizza-faced lard-ass tub of shit, it's a panda/BBW/chunky-monkey/big girl/curvy chick with more to love.