Planned Parenthood moving "beyond labels"

Many Americans are uncomfortable with "pro-life" and "pro-choice" labels. (I still have to remind myself to use pro- and anti-choice, since the pro-life movement is more aptly described as anti-choice, given that a number of those people who profess to be "pro-life" still support things like gun rights and the death penalty, things that are distinctly "anti-life.") I'm a big supporter of Planned Parenthood, and I understand that their new campaign to move beyond those labels is meant to draw in people who support a woman's choice, but take issue with the label pro-choice, but I'm more inclined to agree with what Amanda Marcotte wrote for Slate:

I wish that instead of using this information to abandon the term pro-choice, Planned Parenthood would try to get focus-group participants to clarify how their vague feelings should translate into policy, though the inefficacy of that strategy is reason enough to avoid it.

This just seems like a huge step backward for Planned Parenthood, especially during this fortieth anniversary of Roe v. Wade, and especially after a political year in which women have watched their rights being chipped away.