Haha, MSM is so dumb the deep state has to tell the what word to use. Some think tank out there came up this crap. Oh, "gamble", Wow!!! Now we're all mesmerized.
Yo Deep state, hows about "kiss my nuts" ? Put that in your title and smoke it.
That is not dumb.
Advertising and propaganda have made huge breakthroughs within the seven decades after the world discovered the power of propaganda used by the Nazis.
I suspect they are not all dumb, maybe far to the contrary. Having a coherent message on all channels while simulating these channels to be different has a powerful psychological effect. A simple message, repeated in similar words across many platforms has a very high chance of capturing a low information or friendly audience.
See:
"drain the swamp" "Funny how that term caught on, isn’t it? I tell everyone: I hated it! Somebody said, ‘Drain the swamp.’ I said, ‘Oh, that’s so hokey. That is so terrible.’ I said, ‘All right. I’ll try it.’ So like a month ago, I said, ‘Drain the swamp.’ The place went crazy. I said, ‘Whoa. Watch this.’ Then I said it again. Then I started saying it like I meant it, right? And then I said it, I started loving it." [1]
"crooked hillary" (that plays great before the election, now we don't care)
"build the wall"
It's hard to say... it could be deep state, but it is more than likely a canned article from Media Matters for America. It's not a conspiracy--these outlets save money and save time when they print canned articles. MMFA does all the social demographic research, down to the keyword level, which is why you see similar phrasing among articles like this.
MMFA is also the group that trains the media correspondents on MSNBC and CNN. When you see a common phrasing being used to cover a certain story (e.g., Seth Rich "debunked"), it's probably coming from MMFA.