People, not users,
People, not consumers,
People, not human capital.
@aral wholly agree, and I'm practicing to avoid such dehumanising terminology myself. Language that we are conditioned to use in hypercapitalist society, all related to profit motives above humanity.
The dehumanisation also anonymizes the people factor and works to sow distrust. Distrust in hypercapitalism can be monetized. Thus distrust-first is promoted.
It can be a bit hard e.g in documentation I get to use a lot of "the people using the software.." and it is tempting to write just 'users'.
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