Something peculiar about working in Amazon is the strange language you have to pick up, which can be bewildering at first. I’ve already mentioned that warehouses are now ‘Fulfillment Centres’ and ‘Problem Solvers’ work on ‘Cows’. Well, workers are not called ‘staff’ or even ‘employees’ here. We are all called ‘associates.’ Whether we’re workers or bosses, we’re all supposed to be the same, and our relationship with the corporation is made to feel all cuddly, though really it’s just made more distant. The workers are aware of the implications of this. One staff member talked to me about a ‘propaganda video’ (their wording) Amazon uses to teach their management how to identify and prevent union organising among their ‘associates’. This can be found on YouTube for a taste of how these people talk.1