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While some “pro-choice” advocates emphasize its other endeavors and downplay the importance of abortion in its overall services, Planned Parenthood has doubled down on death, as yet another leader of the nation's largest abortion provider said the group is “proud” to kill the unborn.

“Planned Parenthood is proud to provide abortion services for women who make the deeply personal decision to end a pregnancy,” said Martha Stahl, president and CEO of Planned Parenthood Advocates of Montana, on October 16. “We are proud to fight for a woman’s right to make that decision without interference from politicians.”

Funny thing about that quotation – Planned Parenthood Federation of America President Cecile Richards (or her PR staff) used the exact same phrase in February, word-for-word.

Planned Parenthood is proud to provide abortion services for women who make the deeply personal decision to end a pregnancy,” Richards said in February. “We are proud to fight for a woman’s right to make that decision without interference from politicians, and we are proud to provide birth control that prevents that need for abortion in the first place.”

The press release attributing the quotation to Richards has since been pulled from Planned Parenthood's website.

Stahl could not have recycled her quotation at a more revealing time. Those words went into print just days before Richards told Elle magazine that she and her husband aborted one of their own children, and it “wasn't a difficult decision.”

The tone shift from the brand name most associated with abortion is significant, as abortion advocates back away from their previous strategy of calling for abortion to be “safe, legal, and rare.” Two decades after Bill Clinton uttered the phrase, the pro-abortion movement is increasingly celebrating abortion, some going so far as to call it an “admirable decision.”

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Of course, the abortion giant which receives a half-billion dollars in taxpayer funding every year, does not put everyone off with its rhetoric.

President Obama concluded his speech to the organization's 2013 gala by saying, “Thank you Planned Parenthood. God bless you.”