My interpretation of what he meant was "when the original post under discussion used the phrase Big Foo, the intent was to villianize the topic under discussion by the use of a recognized catch phrase for abusive and villainous scheming, and that moving the phrasing to the more neutral mass produced helped establish an honest baseline for discussion."

Actually, it wasn't particularly. It was intentionally written in very plain, common English, in a way that refers to concrete things, not big ideological abstractions.

"Freedom" and "the marketplace" are concrete things, not big ideological abstractions?

I was anticipating this objection, and no, they are not big ideological abstractions. They are not quite concretes, but very, very close.