It is. Some people believe that we should lead the concept into healthier territories, which would be a superior outcome to the status quo. Others believe we sh

It is. Some people believe that we should lead the concept into healthier territories, which would be a superior outcome to the status quo. Others believe we should avoid using it altogether, and that any use of the term automatically perpetuates the macho, ego mentality- whether intentionally or not. There's not much winning to be had, I've never seen anybody really change their minds about this, because we feel good about the side we pick. Best IMHO to just acknowledge the deeper issue, address it and keep moving forward.