In the Laws of the Red Heifer, Maimonides adds a few extra words that seem to be out of character. The Rebbe analyzes their significance as a powerful lesson to us about Jewish "trigger words."
What words trigger you as a Jew? What words evoke an instant and intense reaction? Is Moshiach a trigger word for you? Does your search engine think so?
Based on Likkutei Sichos vol. 28, pp. 135-136.