"The great enemy of clear language is insincerity."

 A cuttlefish doesn't need to spurt ink to deceive you.
Neither does language.
(click to enlarge, and spot the Cephalopoda)
"The great enemy of clear language is insincerity. When there is a gap between one's real and one's declared aims, one turns as it were instinctively to long words and exhausted idioms, like a cuttlefish spurting out ink. In our age there is no such thing as ‘keeping out of politics.’ All issues are political issues, and politics itself is a mass of lies, evasions, folly, hatred, and schizophrenia. When the general atmosphere is bad, language must suffer." 

- George Orwell, Politics and the English Language

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