Labor is a negative word? We labor every day, our actions are labor, we set out upon labors, and most of us are labor.
How Orwellian would it be to try to avoid calling a pig what it is because the word describing it makes you feel bad? Software development, regardless of how much you want to shout from the rooftops how much you like it, is labor. You trade your time for money to someone else who wants code. We are damn fortunate that wealth is attracted to code enough to provide this small segment of the working class as much luxury as it can reap from its labors.
There are many words which both (1) should not have negative connections but (2) probably aren't an ideal product name if you want your business to be successful.
How Orwellian would it be to try to avoid calling a pig what it is because the word describing it makes you feel bad? Software development, regardless of how much you want to shout from the rooftops how much you like it, is labor. You trade your time for money to someone else who wants code. We are damn fortunate that wealth is attracted to code enough to provide this small segment of the working class as much luxury as it can reap from its labors.