I chose to use that word to preempt nitpicky objections about measuring oxytocin in dog brains (which doesn't actually tell you anything about the subjective experience the dog feels.) 'Qualia' refers specifically to the subjective conscious experience, which is something science is presently ill-equipped to answer questions about. The word 'qualities' does not have the same rhetorical effect.

As an aside, what's the point of complaining about uncommon words? Dictionaries have never been more convenient to use. If you didn't know the word before, then in about 5 seconds you can learn what it means and your personal vocabulary will be enriched.