Depends who do you want to serve. Here is an historic example: the GIMP. AFAIK the original purpose the software was intended to serve was to create merchandis

Depends who do you want to serve. Here is an historic example: the GIMP. AFAIK the original purpose the software was intended to serve was to create merchandise, I think post cards, from fotos to sell at a stand. Compare that to Photoshop whose original intend was to make images ready for print production, you see two very different set of users. Photoshop filters got their name from studio lightning filters, a technical term completely logical to it's intended audience. Everybody who did movies/fotos in the pre-digital era new what a filter was. This naming made the Photoshop menu and concept intuitive, thus raising it's usability.