I have experienced first hand the reaction of people who feel "so you don't trust us any more"? What are we not allowed to do now? when first exposed to this te

I have experienced first hand the reaction of people who feel "so you don't trust us any more"? What are we not allowed to do now? when first exposed to this term. Part of the missing puzzle pieces here are ambiguity about the word "trust". People generally think it is a good thing to have trust. So why do we want zero of it? How can that possibly be a good thing? I think something that emphasises the increase in trustworthiness of the overall system due to this would be ideal. Such as "continuous trust verification (CTV)" might be good. It does not help that certain companies (looking at you ZScaler) have abused this term for marketing purposes. They are actively harming not just their own customers but the entire security industry through their branding of products completely unrelated to it as zero trust. A lot of people in decision making roles now believe Zero Trust(tm) means in fact, some things that are the complete opposite of what it actually means.