This can be largely attributed to the negative connotations that the term 'Control' carries in our society, such as it's association with totalitarian rulership, or in the case of business, overly conservative philosophy.
Planning, on the other hand, is considered more progressive and thus directly matched the belief that liberalism is motivated more by change. Thus, even if the control actually produces far more change than the planning, it is still inevitably going to play second fiddle in people's minds when they comprehend the differences.
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