Capfka has spoken/written well.

I once attempted to teach a class in rhetorical strategies as they relate to the argumentation of ethics (and moral theology). It was a great failure. The students all had college educations and many of them had post-graduate degrees. My attempts to persuade them to look at the "how" of argumentation, apart from the content, were quite unsuccessful. Most of them simply could not separate the content from the method. To my increasing frustration, I gave them all sorts of models and language for talking about the "how" but, even at the end of the course, most of them were unable to think about and talk about methods without slopping over into discussion of content.

I think this has something to do with what Capfka is saying here.