I agree but if we’ve been trying to teach and evangelize for about 20 years now what UX is, and it’s not working or backfiring, what if we try another term that has more respect and means a lot of the same things (plus adding to our domain)?

I am hoping that if enough people start showing companies the math on what they are wasting when they ignore or circumvent CX/UX, we will shift in the next 2 years.