It is part of the mind-washing game.
If you call it the 'truth' long enough, it is hard to ever believe it isn't the 'truth'.
If you call them the 'friends' it is hard to believe they will not love you without condition.
Both are fallacies of the cult.
The mormons, and others have a very 'loaded' language style too. It is effective to control others, thats why they use it.
Jeff