Reader Veronica from San Francisco asked: does “premium” wording work for software too? It does, with a few extra levers. The same psychology I wrote about a couple days ago applies: words like Premium, Pro, and Studio signal higher competence, capability, and care. They set an expectation of quality before any feature list gets seen. But software has one massive difference: it’s intangible. You can’t feel its weight or texture. You can’t smell, taste or squeeze it. So language has to do a...