For example, I don't want to "tolerate" gay rights. Wanting other people to be treated fairly and well isn't "tolerating." I actively want gay rights. And I don't want to tolerate people hating other people for their differences. Hatred isn't something good to tolerate. Equal rights are not something to tolerate. One is something to be fought against, the other something to be fought for. Tolerance implies putting up with something you might not agree with. It sounds nice, but it is marketing... spin.