Words affect people deeply, but they don't affect everyone the same. Some people, myself included, hear certain words like this, and get an emotionally strong negative "that's bullshit, you added that word to manipulate me, and now I like you and your product less for it" reaction. For me it hits really hard when I see people use the word "beautiful" to describe a programming tool or API: some people eat that term up, nearly looking for it as a defining characteristic, whereas when I see it I generally no longer trust anything else you have to say about your product. If the target market for your product includes a lot of people who know they are being pandered to and generally dislike it, you have to be really careful to actively avoid these kinds of words.<p>I'd therefore feel a better statement to make (than waxing poetically about words like "artisanal", which I know turned off budget-conscious friends of mine as "probably too rich for my blood" despite meaning little in and of itself, due to associated genre effects) is more "don't underestimate the power of a wording change: test different adjectives and see what resonates best with your audience, whether via live A/B testing or using focus groups, and be prepared for the idea that you may have to split your message and target different sub-groups separately, potentially even splitting your brand entirely (something we tend to not see software companies do much, even though old school product companies like detergent or cereal do it constantly)".