Oops! The Vatican will soon issue a clarification!
Seriously, the Pope has all the media skills of Ted Baxter.
I agree that Francis does not appear to be as great a wordsmith as other Popes in the past on the whole, but on this issue he is quite clever and I would argue brilliant.
There is a difference between “evangelism” and prostelyzing. The former is sharing the fact of Christ as a present event in one’s life, usually with positivity but not always so. The latter is condescending self-righteousness, usually borne (ultimately) from a lack of faith on one’s part and a need to force others to agree to bolster this weak type of faith.
The reason Francis prefers and preaches the former should be obvious.