Why are we using such strange language in a repetitive way that people aren’t going to understand outright?

i. Never use a metaphor, simile or other figure of speech which you are used to seeing in print.
ii. Never use a long word where a short one will do. ili. If it is possible to cut a word out, always cut it out. iv. Never use the passive where you can use the active.
v. Never use a foreign phrase, a scientific word or a jargon word if you can think of an everyday English equivalent.

G. Orwell