The phrase "9/11 TRUTH" has been demonized in the popular media for years. It is a dead term. It has all sorts of negative associations from space beams to tin foil hats to people who shout and interrupt with incoherent messages.
It is dead.
It was never a good marketing term, and it was always open to attack that we are pushing untruth under the banner of "truth."
The term that packs a much better punch is 9/11 Cover-Up. The Cover-Up is more tangible. It can't be immediately dismissed because everyone, and I do mean everyone, accepts that there are covered up aspects that the government has hidden from us.
Cover-Up puts the focus back onto those who are covering up, rather than onto unreliable sources spouting inanities on message boards.
Cover-Up prompts the listener to consider whether to take a side regarding the Cover-Up issue.
Cover-Up suggests a mystery, and piques curiosity.
Cover-Up has an exciting movie quality, that there is more to the plot that we should want to discover.
Cover-Up leaves open the possibility of criminality, and of uncovering more suspects.
Cover-Up can be considered treason in this matter.