Oh for sure would agree plenty of people in SW would join the “dark” side without question for their twisted desires.
However, for someone like Luke, who is more about truth and justice, I was just saying that it wouldn’t be the smartest angle to explicitly say your side is “dark” and therefore associated with “evil.” But I do see your point too. After all, Luke does wear black in RotJ. If it were truly dark = evil, Obi-Wan and Yoda would had protested Luke to wear a lighter article of clothing. “It’s not the Jedi way!” So perhaps you’re onto something I glossed over.