"We say people are "standing tall" when they're proud. We say people are "head and shoulders" above the rest when they're awesome. "Tall, dark, and handsome" means the guy is an awesome catch. But on the flipside: we "look down upon" horrid things. Sometimes we're disappointed because things don't "measure up" or the things have "shortcomings." - Source
How does one overcome an ideology ingrained in the language itself? The same way we've rejected how 'white' is good and 'black' is evil... Well, some of us have, anyway.