"I outlawed the word 'user' in all company meetings, and insisted it be replaced by the words 'my friend', 'my wife', 'my daughter', 'my mother' or 'myself'. It doesn't sound the same at all, if you say: 'It doesn't matter, it's shit, but the user will make do with it', or if you start over and say; 'It's shit, but it doesn't matter, my daughter will make do with it.' All of a sudden, you can't get away with it anymore. All of a sudden, you can't get away with it anymore. There is an enormous task to be done with this kind of symbolic repositioning."