From the story linked in my previous comment: However much they might dislike Scientology, its jargon is their native tongue. Some even say it’s a relief to talk without code-switching, or worrying that they’re talking gibberish. There’s a reason why the language is so central to the belief system, and so hard to shake. According to psychiatrist and thought-reform expert Robert Jay Lifton, new lexicons are common in cults — and often essential. He calls the practice “loading the language,” and includes it as one of eight core features of high-demand groups. When the group breaks to smoke, I ask Shelton for a second opinion. Forget the question of emotional repression for a second. If there are words for these feelings already, why not use them? “It makes us feel special and unique,” he jokes. “If we used regular English words, then anyone could do this!” But he agrees with Lifton’s idea of cult idioms as thought-terminating cliches. “It gets people thinking in the cult leader’s system,” he says. “It literally makes it harder to think outside the box.” Dr. Matthews agrees, pointing out that many high-demand groups have jargon around emotional repression. Some fundamentalist Christian cults use the phrase “keep sweet,” she says, meaning “stop whining, stop complaining.” She adds, “Jargon like that rewires the brain.”