For once, someone actually spoke the right word: millionaire.
It's a matter of perception. Say to someone, "I'm going to raise taxes on the top 1% of earners," or "People who make $250,000 or more should pay more in taxes," and no matter how correct that policy may be, it's a percentage that's too nebulous and an income that's too low. People will assume they are part of either group (people are disnumerative) and rebel.
Ahhhhhhh, but call them millionaires, and you've finally raised the right image in their heads: Rich Uncle Pennybags, the Monopoly character, right down the monocle and striped pants.
It's about fucking time someone got the NLP right.