To communicate, put your words in order; give them a purpose; use them to persuade, to instruct, to discover, to seduce.
The Republicans do not look on the Democrats as the evil empire.
Avoid overuse of 'quotation “marks.”'
Carter is the best President the Soviet Union ever had.
Is sloppiness in speech caused by ignorance or apathy? I don't know and I don't care.
I welcome new words, or old words used in new ways, provided the result is more precision, added color or greater expressiveness.