Sonnet insurance stormed onto the airwaves in the last couple years, trying to appeal to optimists. A couple of their slogans were: “Protect your optimism, not just your things”, and “Don’t let anything get in the way of your optimism. Switch to Sonnet.”
I think they thought they had struck advertising gold. Insurance is something that has many, many providers. Sure they might be missing the people that were pessimists but that still left roughly half of the population that this insurance company could appeal to.
Unfortunately for this company they forgot what insurance actually means. Real optimists don’t want insurance. True optimists don’t need insurance. They simply don’t think that anything bad will actually happen to them.
Did you ever notice that employ is a direct synonym for use? That of course means that employers are users, employees are usees, and to employ someone it means to use someone.
This is one aspect of the almost holy jobs that governments announce with much fanfare. Perhaps there should be less fanfare for users. Then every city, of more than a million in North America, might not be slobbering after Amazon’s second hub. This is where Amazon will use 50 000 usees in what I have heard are actually quite crummy jobs.