Here is Albert Mackey in his "The Symbolism of Freemasonry"
"He must not confound the doctrine of Freemasonry with its outward and extrinsic form. He must not suppose that certain usages and ceremonies, which exist at this day, but which, even now, are subject to extensive variations in different countries, constitute the sum and substance of Freemasonry. ... But it must be always remembered that the ceremony is not the substance. It is but the outer garment which covers and perhaps adorns it, as clothing does the human figure. ... And so take from Masonry these external ceremonies, and you still have remaining its philosophy and science. These have, of course, always continued the same, while the ceremonies have varied in different ages, and still vary in different countries.
The definition of Freemasonry that it is "a science of morality, veiled in allegory, and illustrated by symbols," has been so often quoted, that, were it not for its beauty, it would become wearisome. But this definition contains the exact principle that has just been enunciated. Freemasonry is a science - a philosophy - a system of doctrines which is taught, in a manner peculiar to itself, by allegories and symbols. This is its internal character. Its ceremonies are external additions, which affect not its substance."
You will note of course that the modern expression is a " peculiar system of morality" but we are never told why a system of morality should be veiled in allegory. Surely morality is taught by example and explanation. Veiling just makes it harder.
If however Mackey is correct, then it is clear that a science of morality must be veiled. The application of NLP to the selling of vehicles is a very minor misuse of a science of morality.