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Words are important and powerful. They not only describe realities, but create them. So if we use the word "sheep" to describe people, and if the people are gullible enough, then they will take on the characteristics of sheep.
Finally some people are standing up to the one who is trying to create a reality that dehumanizes them. What do they get in return? Another word that is attempting to create an alternate reality that keeps them on the same level as domesticated animals.