It reminds me of Newspeak, from Orwell's <i>1984</i>. Leaders, especially of bureaucracies, perennially hope to shape belief by just renaming things.<p>I've been to Wal-Mart or Target or any number of places, where I have read a sign or overheard a prerecorded announcement referring to the workers as "team members", "associates", "specialists", "customer advocates", and so on. The illusion dissipates instantaneously. I immediately see it as pretentious, and the reflex is to cringe. I suspect that most employees roll their eyes at it too.<p>I don't believe that the executives who came up with these fancy names are fooled by them either --- and that's part of the problem, it's condescending. The executive thinks, "I see right through these words, into the real thing, but my employees and customers are stupider than me, and I believe these names can sway their thinking."<p>Another problem is that it is just like inflation, in that it doesn't stop spiraling upward. I believe that the word "employee" was once a fancy replacement for something plainer, like "worker". But H.R. told me, when I was making an app for them, that it's a dirty word: We don't "employ" people. That makes it sound like we are using them. (Well, you are, but they know you are, and after all you are paying them. It was all agreed upon at the outset. Also it's not so bad. Everyone wants, in the end, to be "useful".) But no, now they are called "associates". It won't end. There is even a chance that it will go in circles. I would not be surprised if some years later, a new executive arrives, says "associate" is too loose: "They aren't merely associated with us in some tangential way. We need them and employ them for our success. Let us call them 'employees'."