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See here (footnote 1): In their first endnote on the book Heilman and Friedman express surprise that Lubavitch emissaries are referred to as shluchim: “The precise Hebrew or Yiddish word for emissaries would be ‘shlichim,’ but for whatever reason, Lubavitchers have chosen to use the term ‘shluchim,’ perhaps to distinguish themselves from all other types ...

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