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Maybe this is generational...
I've always heard that "Rush" has a negative connotation--one of women buying expensive clothes for a superficial gabfest, only to get cut mercilessly along the way. "Rush" is seen as a negative experience by so many people, that I think the NPC did good to change the official term. For those of us outside the military circles, "Recruitment" sounds okay. When I think of being "recruited", it's through an athletic team or potential employer--not being a lowly person in the armed forces.
Even though "New Member" is a mouthful, I sure as hell like it better than "pledge". If you've ever attended a school where hazing is not uncommon, you'd hate the word "pledge" too.
And PC-ness in "general" isn't bad. When it goes completely overboard, then it becomes bad. I don't think we've gotten to that point yet.
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