Great point, Tyler. This is precisely the opportunity that’s being squandered.
The question every practitioner needs to ask is, “what does this remind people of?”
If you remind me of a sketchy massage parlor, you get one response. Remind me of a successful doctor, you get another.
The words, the interactions, the activities — these have deep cultural resonances, and it’s a mistake to take them for granted. It’s possible to dramatically change the efficacy (of a treatment, a bottle of wine, a spiritual encounter) merely by changing the wrapper.
That doesn’t make the change trivial, it makes it urgent.