A general space of approaches to game play where the outcome of a social encounter or social rolls is not a "here is how you act" conclusion, but instead a "the game state is now that a course of action is easier/harder than others". soviet gave a specific implementation where losing the "argument" manifested as a character flaw that served as a penalty to future engagement on the topic, others (myself included) have permitted or advocated for something a bit more general but in the same vein, where the social encounter affects the game world in an ad hoc rulings way where possible actions are no longer on equal footing (because some may now be harder than others, say).
The "scale" is weighing courses of action, the "thumb" is the GM using the social roll results to make some lighter than others, without getting into "taking control" territory.
e.g. your character could still react to the orc chieftain however you want even if you botch an attempt to not be persuaded by him, but his plight is somewhere pitiful to you, so it's a bit harder to follow your convictions (so apply an attack penalty or whatever).