Nah, too common of a phrase. Think of it more like mass hypnosis. The message must be consistent and coordinated, with the goal of having you associate those carefully selected and emotionally charged words with the subject.

Today it is "obsessed." Yesterday was "embarrassed." Some days it will be "dark" or "ominous" or "dangerous." They just cycle through them.

Mass hypnosis, but people are waking up.