Is nothing more than words. They are words that mean things. They pop up all the time. Just because they are there, does not mean that they are true. Just because they pop up into your mind does not mean that they are true. Does not mean that the emotions that come with those words are true and means that we can choose to bypass these thoughts.
Remember that with all thoughts, when they first appear, they are our conditioning. We see behind our thoughts and know this is so. We then are able to move in love unaffected emotionally by our thoughts. We free ourselves by realizing that words and images are only thoughts, not made by us, but our conditioning. We can change our conditioning. We can do it consciously.
Our word is very important. What we say is very important. What we say, goes. It is what we bring forth into the world. The words we say matter. Each one tells a story. Each one that leaves our mouth is an ultimate prayer to be released into the universe. So first the thought. Then the analyzation of the thought. Then the decision to speak it or not. Then the utterance at the spark of divinity, then the spoken word, the the impact, and its ripple.