The meaning of words and cultural concepts matters--they are the foundation of rational thought and productive dialog. When corporations assume control of our language, inevitably, the meaning is shifted in a direction that serves that corporation's agenda. When we lose control of our language, we lose our identity as well as the cohesiveness of our community, which is bound largely by shared values defined in language that needs to be preserved and protected from exploitation.
By striving to think and speak with an awareness of the importance of language, we can be a role model for others. There is nothing rude about clarifying or even defending the meaning of a word or cultural concept, provided it is done respectfully, and with a genuine willingness to listen to, fairly consider and learn from the other person's point of view.
For an examination of some of the ways industry is deliberately co-opting the language of animal advocates, see "Compassion for Sale: Doublethink Meets Doublefeel as "Happy Meat" Comes of Age"
For an analysis of the many ways the language of speciesism has become commonplace and accepted, see English and Speciesim by Joan Dunayer.