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Everything has to be simplified to be explained. Maximise welfare + respect human rights would be misunderstood as few people know moral philosophy. 'Do the most good' could involve helping yourself so fully consistent. ...
" Maximise welfare + respect human rights" doesn't seem horribly complicated to me.
Not to me either, but try it out with someone who has never done any moral philosophy.
Promoting an ideology sucks as it always gets simplified as it spreads, then people hate on you for not having the fully sophisticated version in the name, or first paragraph. But 
I mean, it certainly raises additional questions. It implies the need for further clarification on terms and discussion of downstream implications, edge cases, etc. But if you don't give your audience the real thing, it is *kind of* your fault when they don't have the real thing.
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