If I had the bigger words, the stronger concepts, I would of course share them. I do think we need to be searching for them. I'm not against the concept of "fairness", obviously, but I think the term can be claimed by almost anyone, and there's something whingy about it ("not fair", "fair play", etc, connotations that pollute the main concept). The result, imo, is that it's not a word that strikes a deep enough chord for many people (though it does for you, as you say).
The whither/wither pun was intentional, bien sûr.
i was being serious though, and i guess objecting a bit to the concept of 'dressing up' simple concepts, when the concepts themselves don't really need it.
i applaud any intention of getting more people on board through better meme spreading, i spoke too hastily.
why not indeed make better PR for fairness? ~Government budget deficits are not nearly as dangerous as the deficits we have created in vital and complex natural systems.~ Naomi Klein.
