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Of course, I'm on a losing wicket here because the keenness that erstwhile programmers display in renaming themselves developers suggests that very basic stuff such as self-esteem, or perhaps even fees, is involved here. I blame that Alexei Sayle, who used to perform fake folk songs about computer programmers drinking real ale in Milton Keynes, making it a term of abuse - a shameful label of uncoolness, associated with the wearing of ponytails and Birkenstocks. And it may be too late to make programming cool again. Which brings me back to the meaning of that word "cool"...