We’re sick of the term ‘users,’ and we’ve been unhappy with it publicly for many years. So congratulations to Josh Bernoff for puting his foot down and saying enough is enough. Users is a terrible term . It puts everyone in the wrong state of mind. Users don’t come to your website – people do. Give people a great experience in a scenario that reflects their buying process, and they won’t just become your users; they will become your customers.