Update README.md based on feedback from Silke H (Commons Strategies Group, Commons Institut e.V.

@commonify): some sentences re-phrased or split for easy reading; example improved, fairmove restricted values to one set, 

README.md

-This Label Commons Public Licence is intended to give the public the permission to use a label under certain conditions. Labels are used in the sense of a sign, term or mark applied to digital media or tangible material. The usage of the label without this license may be very restricted by copyright and/or trademark registration procedures now or in future.
+This Label Commons Public Licence (LCPL) is intended to give the public the permission to use a label under certain conditions. Labels are used as a sign, term or mark and can be applied to digital media or tangible material. The usage of labels without applying a LCPL license may be restricted by other organisations or companies who claim copyright and/or register them as a trademark. 
 
-A typical use case is that a label which is used by a wider community can now be provided by a so-called watchdog organisation, which even may register the label as a trademark and at the same time grants usage rights with only a few restrictions to the extend necessary to prevent misleading usage.
+A typical use case for LCPL is clarifying usage right of a label used by a wider community. It may be protected by a so-called watchdog organisation, which could be an NGO, a trusted partner organisation or a foundation. Its role would be to claim ownership and probably even register it as a trademark. At the same time the watchdog organisation grants usage rights with only a few restrictions to the extend necessary to prevent misleading or unintended usage, such as making a business with a label of a movement.
+
+### License Conditions
 
 The Label Commons Public Licence grants you the right to
 
-*   reproduce and Share the Licensed Material, in whole or in part; and       
-*   produce, reproduce, and Share Adapted Material
+*   reproduce and share the licensed material, in whole or in part; and       
+*   produce, reproduce, and share adapted material
 
 by respecting the following conditions
 
-*   The reach may be limited to a trademark or design registration REGION(s). If none is defined, the license is valid world-wide.
+*   The coverage may be limited to a trademark or design registration REGION(s). If none is defined, the license is valid world-wide.
 *   The scope may be limited to one or more trademark or design registration CLASSes.
-*   The Licensor may announce a MORAL restriction together with the LCPL notice, such as "No usage allowed in military context".
+*   The Licensor may announce a MORAL restriction together with the LCPL notice, such as "No application of label allowed to goods violating human dignity or to make for-profit business."
 
 ### License Application
 
@@ -23,9 +25,9 @@ by respecting the following conditions
 
 ### License Example 1
 
-[**fairmove**](https://fairmove.org) is offered as a generic label which may be used by sustainability initiatives. To prevent misleading usages (like we have seen with the term "sustainability") we apply a LCPL license as follows:
+[**fairmove**](https://fairmove.org) is offered as a generic label which may be used by sustainability initiatives. The label aims to prevent commons-washing or ambiguity (like we have seen with the term "sustainability"). We apply a LCPL license as follows:
 
-The label **fairmove** is offered as Label Commons (https://git.fairkom.net/legal/lcpl) without Warranty by fairkom association under the following additional conditions: The fairmove label may be used in spoken language and as a hashtag in social media to support and promote climate friendly and ethical behaviour and activities. Guiding values are the 17 UN SDGs, the Human Rights Declaration, the 9 Ethify Values or any of the guidelines listed in the MoU of wandelbuendnis.org. Commercial use is restricted to small companies investing their surplus in sustainable products and services only; others may request a special license.
+The label **fairmove** is offered as Label Commons (https://git.fairkom.net/legal/lcpl) without Warranty by fairkom association under the following additional conditions: The fairmove label may be used in spoken language and as a hashtag in social media to support and promote climate friendly and ethical behaviour and activities. Guiding values are the [Nine Ethify Values](https://ethify.org/en/content/values). Commercial use is restricted to small companies investing their surplus in sustainable products and services only or reach a minimum Economy of Common Goods score of 650; others may request a special license.
 
 ### License Example 2