Something I wrote about this effort to replace words like "master [branch]" and "blacklist" in programming projects and tooling, based on the relationship to the euphemism treadmill:

Euphemisms aren't about fixing problems. They're about disconnecting us from the emotional discomfort that should be driving us to fix the problem.

> "I'll betcha, if we'd still been calling it shell shock, some of those Vietnam veterans might have gotten the help they needed at the time."
> -- George Carlin

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