By shifting what you sell to “this bad boy can disperse your targeted package across an area x by y in z time frame” instead of “we can turn the entire school to rubble” you help them sleep at night.
Consider for instance some comfortable English professor defending Russian totalitarianism. He cannot say outright, ‘I believe in killing off your opponents when you can get good results by doing so’. Probably, therefore, he will say something like this:
‘While freely conceding that the Soviet regime exhibits certain features which the humanitarian may be inclined to deplore, we must, I think, agree that a certain curtailment of the right to political opposition is an unavoidable concomitant of transitional periods, and that the rigors which the Russian people have been called upon to undergo have been amply justified in the sphere of concrete achievement.’
By shifting what you sell to “this bad boy can disperse your targeted package across an area x by y in z time frame” instead of “we can turn the entire school to rubble” you help them sleep at night.