One particular word was noticeable by its absence from the Prime Minister's speech yesterday detailing his Government's complex and contentious plan for the future of what National now calls "social" housing rather than state housing.
That word is "market". That officials from the Treasury and the Ministry of Business, Innovation and Employment talk endlessly in papers prepared for Cabinet ministers of the need to construct a "market" for social housing obviously gives John Key the heebie-jeebies - and, quite possibly, his new Minister of Social Housing, Paula Bennett, as well.
Like Key, she realises "market" is now a very dirty word in politics. It carries highly negative connotations. It jogs people's memories of National's asset sales. It suggests National is putting profit first and the needs of the poorest members of society a long way second.
The policy cuts back Housing New Zealand's near monopoly on the management of state housing and enables community providers like the Salvation Army to play a far greater role in supplying such accommodation.
As no one has yet come up with any hard evidence that community-based providers will necessarily do a better job than Housing New Zealand, it is difficult to erase the suspicion that the policy is motivated by ideology as much as anything else.