For a fundamentally related reason, used-car salespeople are taught not to describe their cars as “used”—which links to notions of wear and tear—but to say “preowned,” which bridges to thoughts of possession and ownership. Similarly, information technology providers are counseled against telling customers the “cost” or “price” of their offerings, which are terms associated with the loss of resources; rather, they are to speak of the “purchase” or “investment” amount involved—terms that make contact with the concept of gain.
