Hi, Fuzzybear!
I've read just about zero self-help literature. Someone with knowledge of the works of Dorothy Rowe could offer a much better commentary.
Of course, not being one to let ignorance stand in my way...
My understanding is that Dr. Rowe is a well-known psychiatrist and prolific author. She is somewhat a maverick in rejecting the biological construct of depression, instead seeing depression rising out of dysfunctional thinking. From her perspective, people want to hold on to beliefs that the world is “just” and controllable: we can be in control of our lives and by doing “good” and “proper” things we'll be rewarded accordingly. In contrast, Dr. Rowe views the world as genuinely chaotic and only minimally controllable by anyone; no one is guaranteed good results from good behavior or habits.
In that light, this is how I'd reword the above quote:
“By labeling depression an 'illness' we rationalize away guilt and personal responsibility so we don't look bad to ourselves, our families and friends.”
The implication is (?) that the way out of depression is to recognize we're not really ill; we're thinking wrong, we hold unfounded values. Our inner torment springs from our refusal to accept the world isn't fair and won't meet our expectations.
Clarification: The above is my understanding of the Rowe quote; I am
not expressing my own opinion.
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My dog

mastered the "fetch" command. He would communicate he wanted something, and I would fetch it.