Why? Because, from a psychological point of view, putting the word Payer up front and center in the face of every American is not likely to endear them to the plan.
Republican propaganda over the years has most Americans convinced they pay too much in taxes already; a sizeable number of the population even parrot the GOP talking point of government stealing from taxpayers. I’m italicizing the word payer to emphasize how it is commonly used and in what context.
Even though we all know what is meant by single payer, for most individuals, the words single and payer refer to them personally. Ask anyone in the advertising business, an industry that specifically targets their audiences on a subconscious level, and they will tell you that payer is used most often to refer to the customer paying for the product or service as in “you’ll pay $$$….”. Therefore, putting single together with payer just emphasizes who that payer is.
If this sounds all too far-fetched to you, then I suggest you let your mind dwell for a moment on Donald Trump’s followers… and consider how they, manic television watches and radio listeners, are likely to psychologically process the term single payer. You might also add in the fact that even DKos stories about single payer are attracting comments like this one:
No I am sorry but can’t vote for this. Pay enough in taxes already.
The absolute last thing you want to convey in selling a universal health plan to a nation is the idea that they have the burden of paying for it all. The accent should be on healthcare for everyone, not who’s paying for it.
So, for those advocating the supremacy of a universal plan, do yourselves and your cause a favor and call it something like National Healthcare. At least that nomenclature has the advantage of being inclusive of all Americans (National) in the interests of looking after their health (Healthcare). Surely that’s more constructive and positive than constantly directing their attention to the money side of it.