Before I go any further, I would like to make it known I really like Jack Dorsey as a person and entrepreneur. He is a smart visionary who possess's the same ki

Before I go any further, I would like to make it known I really like Jack Dorsey as a person and entrepreneur. He is a smart visionary who possess's the same kind of entrepreneurial spirit that many of us here possess as well but this is one of the silliest things I have ever read. Why does it matter what you call the people that use your services? They are users of the service. You are providing a service for users. For example: John Doe goes to a store and they use Square, John pays for his product via the merchant using Square — John is a customer, the retailer is a user of the Square service. It's not like John (the customer) is paying Square directly just for the privilege of being able to pay for his particular item via a credit card. The word users works, lets not over-think this. As long as you are providing exceptional services and exceptional support you could call us cretins for all I care.