I liked the terminology. Don't know which one of us is more representative of the target demographic, though.
It's not (necessarily) just marketing fluff. A lot of people view budgeting as "here's what I can't spend money on". It can be easier to stick to a plan when viewed through the lens of getting the maximal enjoyment for the money. There's a lot of people out there who "don't know where it's all going"; the idea is that you consciously decide if you'll be happier spending $100/month on, say, Starbucks or a Beaglebone. Once you know where it's all going, you can decide if you want to spend it on things that might be more enjoyable.
Thanks for the feedback. The perspective you articulate is exactly what we're trying to do with money management. A lot of people feel pretty bummed when they think about managing their money, and consequently avoid thinking about it and realizing that they could derive more short and long term satisfaction with the ways they spend their money. We think that a positive, visceral experience can help people reframe their relationship with their money and ultimately derive more satisfaction--aka, "love"--the way they are spending their money.
It's not (necessarily) just marketing fluff. A lot of people view budgeting as "here's what I can't spend money on". It can be easier to stick to a plan when viewed through the lens of getting the maximal enjoyment for the money. There's a lot of people out there who "don't know where it's all going"; the idea is that you consciously decide if you'll be happier spending $100/month on, say, Starbucks or a Beaglebone. Once you know where it's all going, you can decide if you want to spend it on things that might be more enjoyable.