Ben, I agree that shareware is in some senses an outdated term, but for better or worse that's the term that most consumers understand. "Indie" or "ISV" may make some people feel better about their occupation but they don't describe what it is we're doing.

Nobody likes the negative connotations of labels. That's why we have such inanities as "office professional" for secretary, "administrative officer" for clerk, "client executive" for salesman and of course, the wonderful "sanitation engineer" for ratcatcher. But to my ears, "ISV" sounds just as hollow.

Again, our press releases don't have to mention shareware, but when we're together like this, having a nice little chat, I think we can forego the window dressings.