Milton Friedman didn't shy away from the word "greed' when talking with Phil Donahue, which you can find on YouTube. Ayn Rand championed the cause of "selfishness." Sometimes these words mean different things to different people and is why at 8:00 Jay mentions that advocates of Capitalism used these words which didnt help their cause.

When Ayn Rand was asked why she uses the word "selfishness" she responded, "For the reason that makes you afraid of it" to provoke them into thinking.