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The great enemy of clear language is insincerity. When there is a gap between one's real and one's declared aims, one turns as it were instinctively to long words and exhausted idioms, like a cuttlefish spurting out ink - Politics and the English Language by George Orwell

I can understand the boldface part, but then what does "as it were" mean here? I would appreciate it if you could rephrase the bold part. Thank you.

closed as off-topic by Maulik V, jimsug, oerkelens, tunny, Damkerng T. Nov 18 '14 at 9:56

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