Users. Sounds like a bunch of junkies or gigolos, doesn't it?
The people who visit web sites aren't "users," click-throughs, hits, numbers on a spreadsheet, or some other form of dehumanizing jargon. They're your husband, your mom, your friend, the guy who sits in the cube next to you. They're real PEOPLE, just like you and me.
That's why we think a successful site is one that makes real people's lives easier; One that makes them say, "This site worked for me." So we've made it our mission to ensure this kind of experience at the sites we build. At 37signals we don't see users, we see people.