Sentence:  Direct argument is a dangerous strategy for developing <WSD>eunoia</WSD>, since "those who have many friends and treat everyone as close to them seem to be friends to no one, except in a fellow-citizens way. These people are regarded as ingratiating." 
Meaning of the word marked with <WSD> tags:  Goodwill towards an audience, either perceived or real; the perception that the speaker has the audience's interest at heart.