Word choice matters, yes.
Anyone who doesn't think so should perhaps regard these two sentences:
"Forgive me Father, for I have sinned."
vs
"Sorry Daddy, but I've been naughty."
Synonyms all, but one of them sets a vastly different tone than the other
That being said, how we present those words can be even MORE important. As the old song says: It ain't whatcha say, its the way thatcha say it: Thats what gets results. What tone the DM uses, what words he chooses to stress, all of these are cues to the players of what is going on and how they should proceed. If I use a fearful tone when the NPCs talk about the "Temple of the Mountain God" it implies a much different thing than if the NPC talks about it in a reverential way. Even if the exact same words are used, you can give quite different information to the players due to how you present those words.
I would even go so far as to quantify it like this: The basic step, the one that is foundational, is choosing the Right Words. If you get this wrong, your presentation will fail. However, the advanced GM knows that how you present those words matters too, and thus will use the Right Words in the Right Way.
Anyone who doesn't think so should perhaps regard these two sentences:
"Forgive me Father, for I have sinned."
vs
"Sorry Daddy, but I've been naughty."
Synonyms all, but one of them sets a vastly different tone than the other

That being said, how we present those words can be even MORE important. As the old song says: It ain't whatcha say, its the way thatcha say it: Thats what gets results. What tone the DM uses, what words he chooses to stress, all of these are cues to the players of what is going on and how they should proceed. If I use a fearful tone when the NPCs talk about the "Temple of the Mountain God" it implies a much different thing than if the NPC talks about it in a reverential way. Even if the exact same words are used, you can give quite different information to the players due to how you present those words.
I would even go so far as to quantify it like this: The basic step, the one that is foundational, is choosing the Right Words. If you get this wrong, your presentation will fail. However, the advanced GM knows that how you present those words matters too, and thus will use the Right Words in the Right Way.