As an IT but not Graphics professional when I heard of an upcoming Affinity Publisher I got excited. Having started with FrameMaker and then PageMaker and then, unhappily, MS Publisher I kind of know what to expect when I hear the "Publisher" moniker. My wife, a card/flyer/brochure/page designer, also got excited when she heard about it. I think the name is fine for the non- or semi-professionals out there, and we will just have to educate the professionals when they ask :-). That's the way it worked with the photo and design app for me. All the great professional comments overcame a ton of resistance on my part to another photo app, of which I have way too many :-).