Republicans understand that words matter, which is somewhat ironic considering how regularly Bush butchers the English language.  But words made it possible for republicans to finally gain public support for the death tax after repeated unsuccessful attempts at trying to pass the same bill under the name of the estate tax.  It is why republicans refuse to say global warming, adopting instead the less threatening climate change.  It is why republicans refused to speak of undocumented immigrants, choosing instead the more emotionally-tinged illegal immigrants. Winning the battle of words oftentimes means winning the war in public perception.  It is how we have the Clear Skies initiative which weakens environmental protections.  And No Child Left Behind which does little to address education.  And a slew of other ridiculously named republican policies.

So it comes as a surprise that when what is deemed the biggest financial crisis since the the Great Depression, the Bush administration rolls out Henry Paulson's proposal which they originally called the Troubled Asset Rescue Plan.  Frank Luntz must have cringed when he heard this.  It's little wonder that the proposal was quickly referred to as the Bailout plan.  Granted, a bailout aptly describes the situation, but describing a bill for what it is goes against the Bush adminstration and republican history.  Where was the Bush sales and marketing team on this one?