The names of the most valuable things in the world become worn out. Over time these names lose any but a personal sense of meaning. Each person invests a little emotion into that name when it achieves meaning for them. This emotion arrives when they can say "ah, so that was what the ancients meant!" This emotion is detected by the manipulators. The big words, the words that politicians like to use, become larded with emotion and a million personal meanings- and are, therefore, useless.
Meanwhile new names come into being for these valuable things.