Looks like I struck a bit of a chord with my protestations around some of the language we use in our industry. There were some great comments and some good discussion around my post (thanks), some good follow up posts, and plenty of action on twitter. John even put together a natty widget aggregating the tweets containing the #StopUsingConsumer hashtag he's championed.
Several comments on the post made the point that it is behavioural change that is required, and I agree. The point for me I guess, is that language perpetuates behaviour. These kinds of descriptions are embedded in the practice of our industry. If we're really serious about changing behaviour then thinking more carefully about the language we use is no bad thing.