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It is a shame, but the negative associations with the word "faith" are due to the belligerent nature of the narrow-minded segments that have misappropriated the word. It is a case of basic Operant conditioning, that a symbol will acquire the aversive properties of the stimulus it is paired with. In other words, our sensitivity, and sometimes repulsion to the word "faith" did not come out of thin air! It has a basis.