Quote - TPart of the problem is that the term 'criticism' has a strong emotional content. Objectively it means the same as "evaluate." One can evaluate something and think it's totally awesome. However, the emotional connotation of the word criticism is very negative so even when one has the best of intentions (and think the piece is totally awesome) if that term is used it can stimulate a negative response.

Precisely!

"It is good to see ourselves as others see us. Try as we may, we are never
able to know ourselves fully as we are, especially the evil side of us.
This we can do only if we are not angry with our critics but will take in good
heart whatever they might have to say." - Ghandi