For example, BitTorrent probably advertises itself as a peer-to-peer data distribution protocol, but not as a way to get pirated content. But you and I know through some other way that you can install a BT client and get pirated content, right?

Changing Tor to explicitly say "human rights" makes it a red flag in oppressive countries where they may claim these words mean "Western propaganda!". Previously anyone caught with Tor can say they're a network researcher or whatever, now anyone caught with them can be charged with "spreading Western propaganda".

Just like if a torrent client would advertise themselves as a way to get pirated content. Anyone caught with the software can probably be easily convicted of copyright infringement, because they actually have software that advertises itself as copyright infringement software.