Before I eventually gave in and went to bed in the early hours, I know that I was not so much defending the campaign as I was picking up on what seemed to me to be claig's hugely patronising attitude to these disabled athletes.
The word "cripple" has been subject to the same treatment, as has the word "spastic". Both terms, in fact, had more or less neutral meanings in the beginning. "Spastic" is still used to describe increased muscle tone; it's just not used to describe a whole person who has cerebral palsy any more.
Afaik, the use of these words by disabled people themselves has not been something embraced by all disabled people; as I said before, disabled people are as diverse as any other large minority in their views. I believe it's the same with "nigger" and might also be so with "queer". The point is not that you can stop people who intend to insult from using these terms - you can't. It's the others -those who believe that they have the best of intentions (those who might see a world class athlete as "vulnerable" simply because he uses a wheelchair, for example) whose behavious is being targetted.
By influencing people's language, you can change how they think. OK, so "freak" is less of an obvious candidate than "cripple" - I'm a lot less likely ever to have used it believing I was being nice about it - but it, too, has an ostensibly neutral meaning.
It occurs to me that, to understand where these athletes are coming from, it might help to think of them as athletes rather than as disabled athletes.
Gosh, you don't think maybe that was the point of the ad, do you? 