You insult the average person, people are far smarter than you give them credit for. Moreover, you can’t avoid discussing the “baggage” that comes from Marxism anyways, so acting scared and secretive is more damaging than anything else. Maintaining a correct line is more important than trying to be sneaky and having it backfire by having them either not read theory, which would be disastrous, or having them retain anti-socialist views because you were sneaky.