I'm working on a new medical product that currently has all of its functionality branded. For example, instead of saying "Insurance" on the sidebar (which goes to a data table of insurance data), it is branded as "PIM" - Patient Insurance Manager. Basically there is an acronym for everything, instead of using common terms like "Users", "Patients", "Insurance", "Calls", etc.
I'm going to guess the medical field is simply used to dealing with obscured data and learning "complicated" systems. But from a UI perspective, it seems unintuitive to have a sidebar riddled with acronyms, primarily for marketing purposes. Management wants to be able to sell each element as a branded feature. My counter argument would be - how would you like your iPhone to have "APM" (Apple Setting Manager vs Settings), ITS (Internet Tune Storefront vs iTunes), etc. Simple sells too. :)
Is there any case to be made against acronym soup and intentional obfuscation vs being as simple and straight forward as possible?