Please answer a question about the following article about Nonprofit organization:

Instead of being defined by "non" words, some organizations are suggesting new, positive-sounding terminology to describe the sector. The term "civil society organization" (CSO) has been used by a growing number of organizations, such as the Center for the Study of Global Governance. The term "citizen sector organization" (CSO) has also been advocated to describe the sector – as one of citizens, for citizens – by organizations such as Ashoka: Innovators for the Public. A more broadly applicable term, "Social Benefit Organization" (SBO) has been advocated for by organizations such as MiniDonations. Advocates argue that these terms describe the sector in its own terms, without relying on terminology used for the government or business sectors. However, use of terminology by a nonprofit of self-descriptive language that is not legally compliant risks confusing the public about nonprofit abilities, capabilities and limitations.

What type of language are organizations being directed towards?
new, positive-sounding terminology