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Can’t read the article but 100% agree with the premise in the title. Companies should not assign nicknames to their employees.

Employees are not in a cult, they’re not in a “family”, they’re in a business arrangement, and the relationship should be kept professional.

[raxxorrax]

Agreed. You feel screwed over by the company just as you feel screwed over by their products.

You don't miss much if you skip the article, it is even worse on the childishness scale with badly hidden jealousy about tech workers.