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.