Consider this classic example:
"I have reconsidered the matter, you have changed your mind, he has gone back on his word."
The core idea behind each of these statements is the same, but the emotional connotations of the specific word choice differ.
With Russell Conjugation, you can manipulate someone's opinion without falsifying facts; you can steer their perspective while still remaining "objective". Once you understand this concept, you see the news doing it all the time.
The reason Russell Conjugation (think of it as emotional loading) can exist is because different words or phrases can factually refer to the same thing, yet be emotionally different.
There are many more concepts in my "Mind Expander" tool (it's free)