It's a way of life for the combatants on obligatorily controversial topics to try and take the language away from the other side. I've already talked about that word "denomination", and soon enough I'll have to deal with "faith" and (yes) "truth".
But it's gotten worse. Or at least, funnier. It appears that some newspapers have put macros in their editing software to automatically substitute approved terms when certain no-no self-descriptive phrases turn up. Otherwise, how do you explain this choice morsel from the GetReligion.org guys where an opera celbrating life turned into an opera opposing abortion?