That's fair, and I get the branding distinction. Maybe I just think it's played out and there needs some new way to communicate that. When I someone emails me a

That's fair, and I get the branding distinction. Maybe I just think it's played out and there needs some new way to communicate that. When I someone emails me about working at a startup I think "No, I don't want to humor your get rich quick scheme by working for lottery tickets. Nor do I want to work for organized crime like Uber, or commit fraud like Theranos, or destroy civilization itself like Facebook." To me the word communicates a kind of tech savvy used car salesman vibe. I understand that there are Enrons and cigarette companies, so "businesses" aren't immune to this either. Maybe I'm just skeptical of human endeavor.