I truly think it's the most clinically sterile word to describe what he (and his company... this isn't just a HN issue) are doing and continue to do. In his own response he didn't even challenge the statement that he is lying, but doubled down and says he's not soliciting new business even though he dropped in on a different bike thread to hawk his bike (er.... "down payment for theoretical hypothetical bike in the future") to anyone who was interested in the completely legitimate, in-production one that OP posted.