Changing peoples' habit of thinking is crucial. Re-definition and clarifying definition are absolutely essential. I have always had trouble with this phrase, which first appeared in TA1. If this is indeed what Muller is driving at, I feel very uncomfortable with it. I would like the phrase to mean a much more accessible notion, that of experience without conceptualized structuring.
Conceptualization allows very elaborate abstract logical and semantic structures to be built up.
In contrast, non-conceptual experience does not allow any such conceptual building up process. Of course, even the act of non-conceptual experiencing involves some structuring, but of a quality or level far below the structure of conceptual experience. The dictionary says, 'the study of the origin of and methods of acquiring of knowledge'. The dictionary clearly has conceptual or abstract knowledge in mind. So, the orthodox definition of epistemology limits itself to conceptual knowledge, as pointed out by Muller.