Your point is very valid. It simply makes sense. I loved how you conveyed the whole idea with a one-liner: “It’s not something you DO. It’s information you utilize.” (I was wondering if I could use it for our next advertising campaign. I hope you won’t file a lawsuit. Not kidding.)

I agree with you, and Nik too.

A quick Google search explains the meaning of principle as a fundamental truth or proposition that serves as the foundation for a system of belief or behaviour or for a chain of reasoning.

Cool, but we usually behave as we believe.

Collins Dictionary makes it way clear: A principle is a general belief that you have about the way you should behave, which influences your behaviour.

Nik just aimed at that: our beliefs are harming our behaviour, which is then harming our basic need as a human — fulfilment.

But, then again, your point makes perfect sense.