The person you're replying to really means to say "euphemism," or inventing a new term to avoid the negative connotations of an existing term that already fits.

The person you're replying to really means to say "euphemism," or inventing a new term to avoid the negative connotations of an existing term that already fits. Sometimes euphemisms are motivated by political correctness, but not always and definitely not in calling a business model mostly indistinguishable from illegal pyramid schemes multi-level marketing.