"pro-choice" is not just a label. There is a large segment of people who believe that abortion is a poor choice, but better than the alternative (in the specific situations where it's chosen).

For me, I dislike the label "pro-choice" -- it's too weak. I prefer "pro-liberty" or "pro-freedom" -- both of which are both accurate and reclaim those buzzwords from the radical right, which until recently had been laying sole claim to them.