Moral refraiming is a concept in cognitive science called moral re framing. It says that we're more effective at changing people's minds when we ground our arguments in ways that affirm rather than threaten, their moral values. Rather than trying to challenge all the axioms writh the fundamental ideology, you you root your arguments in basely the language they speakan it seems like what David Westborgh was doing was grounding his arguments in terms of existing values that you had - and would not have worked as long if he'd gone further.