I understand now and this is exactly what Layoff concludes. He wants to see the Nurturant camp owning that that they have a system and a strategy that works.

Help, don’t harm! It is an ethics of care, centering around empathy together with responsibility, both for oneself and others. It is the moral basis of all the specific programs and issues. It is the reason that liberals find virtually all of the moves of the Bush administration abhorrent. Liberals feel moral outrage, but cannot express it because they shy away from the very idea of morality.

Lakoff, George. Moral Politics: How Liberals and Conservatives Think (pp. 418-419). The University of Chicago Press. Kindle Edition.