Stop creating names for things that already have names

Uber used to call RFCs “DUCKS” until they gave up and called them RFCs. Apple made it trendy to say “DRI” (directly responsible individual) instead of “owner.” Lots of companies don’t even align with standard job titles.

Why? Is it to create an in-group or something? Please stop. If a name exists for something, don’t make a new one.

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