The word hate iself is a powerful propaganda tool. It positions the speaker as morally superior and spiritually enlightened, it classifies words as equal to physical violence, and it doesn't distinguish between aggression and defense.
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Hate is neither aggressive, nor defensive. It's a colorless deterrent, it rejects by reflex. That's why it's so easy to hijack it, and it looks legit no matter on each part of the moral spectrum you position yourself.