diff --git a/src/applications/auth/controller/PhabricatorAuthSSHKeyGenerateController.php b/src/applications/auth/controller/PhabricatorAuthSSHKeyGenerateController.php
--- a/src/applications/auth/controller/PhabricatorAuthSSHKeyGenerateController.php
+++ b/src/applications/auth/controller/PhabricatorAuthSSHKeyGenerateController.php
@@ -105,7 +105,7 @@
             'This workflow will generate a new SSH keypair, add the public '.
             'key, and let you download the private key.'))
         ->appendParagraph(
-          pht('Phabricator will not retain a copy of the private key.'))
+          pht('Private keys will never be retained on the server.'))
         ->addSubmitButton(pht('Generate New Keypair'))
         ->addCancelButton($cancel_uri);
     } catch (Exception $ex) {
diff --git a/src/applications/auth/provider/PhabricatorAmazonAuthProvider.php b/src/applications/auth/provider/PhabricatorAmazonAuthProvider.php
--- a/src/applications/auth/provider/PhabricatorAmazonAuthProvider.php
+++ b/src/applications/auth/provider/PhabricatorAmazonAuthProvider.php
@@ -14,7 +14,7 @@
     $https_note = null;
     if ($uri->getProtocol() !== 'https') {
       $https_note = pht(
-        'NOTE: Amazon **requires** HTTPS, but your Phabricator install does '.
+        'NOTE: Amazon **requires** HTTPS, but your platform install does '.
         'not use HTTPS. **You will not be able to add Amazon as an '.
         'authentication provider until you configure HTTPS on this install**.');
     }
diff --git a/src/applications/auth/provider/PhabricatorAuthProvider.php b/src/applications/auth/provider/PhabricatorAuthProvider.php
--- a/src/applications/auth/provider/PhabricatorAuthProvider.php
+++ b/src/applications/auth/provider/PhabricatorAuthProvider.php
@@ -279,6 +279,7 @@
     $image_uri = $adapter->getAccountImageURI();
     if ($image_uri) {
       try {
+        // TODO: This should maybe be calling $this->getLoginIcon() instead?
         $name = PhabricatorSlug::normalize($this->getProviderName());
         $name = $name.'-profile.jpg';
 
diff --git a/src/applications/auth/provider/PhabricatorGitHubAuthProvider.php b/src/applications/auth/provider/PhabricatorGitHubAuthProvider.php
--- a/src/applications/auth/provider/PhabricatorGitHubAuthProvider.php
+++ b/src/applications/auth/provider/PhabricatorGitHubAuthProvider.php
@@ -19,7 +19,7 @@
       "You should use these settings in your application:".
       "\n\n".
       "  - **URL:** Set this to your full domain with protocol. For this ".
-      "    Phabricator install, the correct value is: `%s`\n".
+      "    platform install, the correct value is: `%s`\n".
       "  - **Callback URL**: Set this to: `%s`\n".
       "\n\n".
       "Once you've created an application, copy the **Client ID** and ".
diff --git a/src/applications/auth/provider/PhabricatorJIRAAuthProvider.php b/src/applications/auth/provider/PhabricatorJIRAAuthProvider.php
--- a/src/applications/auth/provider/PhabricatorJIRAAuthProvider.php
+++ b/src/applications/auth/provider/PhabricatorJIRAAuthProvider.php
@@ -31,7 +31,7 @@
         "settings to create an application:\n\n".
         "  - **Server URL**: `%s`\n".
         "  - Then, click **Next**. On the second page:\n".
-        "  - **Application Name**: `Phabricator`\n".
+        "  - **Application Name**: `[This platform name]`\n".
         "  - **Application Type**: `Generic Application`\n".
         "  - Then, click **Create**.\n\n".
         "**Configure Your Application**: Find the application you just ".
@@ -41,7 +41,7 @@
         "settings:\n\n".
         "  - **Consumer Key**: Set this to the \"Consumer Key\" value in the ".
         "form above.\n".
-        "  - **Consumer Name**: `Phabricator`\n".
+        "  - **Consumer Name**: `[This platform name]`\n".
         "  - **Public Key**: Set this to the \"Public Key\" value in the ".
         "form above.\n".
         "  - **Consumer Callback URL**: `%s`\n".
@@ -169,7 +169,7 @@
           "The PHP 'openssl' extension is not installed. You must install ".
           "this extension in order to add a JIRA authentication provider, ".
           "because JIRA OAuth requests use the RSA-SHA1 signing algorithm. ".
-          "Install the 'openssl' extension, restart Phabricator, and try ".
+          "Install the 'openssl' extension, restart the service, and try ".
           "again."));
     }
 
@@ -198,9 +198,9 @@
         ->appendRemarkupInstructions(
           pht(
             "**JIRA Instance Name**\n\n".
-            "Choose a permanent name for this instance of JIRA. Phabricator ".
-            "uses this name internally to keep track of this instance of ".
-            "JIRA, in case the URL changes later.\n\n".
+            "Choose a permanent name for this instance of JIRA. This ".
+            "platform uses this name internally to keep track of this ".
+            "instance of JIRA, in case the URL changes later.\n\n".
             "Use lowercase letters, digits, and period. For example, ".
             "`jira`, `jira.mycompany` or `jira.engineering` are reasonable ".
             "names."))
diff --git a/src/applications/auth/provider/PhabricatorLDAPAuthProvider.php b/src/applications/auth/provider/PhabricatorLDAPAuthProvider.php
--- a/src/applications/auth/provider/PhabricatorLDAPAuthProvider.php
+++ b/src/applications/auth/provider/PhabricatorLDAPAuthProvider.php
@@ -11,7 +11,7 @@
   public function getDescriptionForCreate() {
     return pht(
       'Configure a connection to an LDAP server so that users can use their '.
-      'LDAP credentials to log in to Phabricator.');
+      'LDAP credentials to log in to this service.');
   }
 
   public function getDefaultProviderConfig() {
@@ -312,8 +312,8 @@
 
     $instructions = array(
       self::KEY_SEARCH_ATTRIBUTES   => pht(
-        "When a user types their LDAP username and password into Phabricator, ".
-        "Phabricator can either bind to LDAP with those credentials directly ".
+        "When a user types their LDAP username and password into this ".
+        "server, it can either bind to LDAP with those credentials directly ".
         "(which is simpler, but not as powerful) or bind to LDAP with ".
         "anonymous credentials, then search for record matching the supplied ".
         "credentials (which is more complicated, but more powerful).\n\n".
diff --git a/src/applications/auth/provider/PhabricatorPhabricatorAuthProvider.php b/src/applications/auth/provider/PhabricatorPhabricatorAuthProvider.php
--- a/src/applications/auth/provider/PhabricatorPhabricatorAuthProvider.php
+++ b/src/applications/auth/provider/PhabricatorPhabricatorAuthProvider.php
@@ -7,17 +7,20 @@
   const PROPERTY_PHABRICATOR_URI  = 'oauth2:phabricator:uri';
 
   public function getProviderName() {
+    // TODO: This is displayed to users but is also used to compute a filename
+    //       for an icon, in PhabricatorAuthProvider::didUpdateAccount(). That
+    //       should maybe be calling getLoginIcon() instead?
     return pht('Phabricator');
   }
 
   public function getConfigurationHelp() {
     if ($this->isCreate()) {
       return pht(
-        "**Step 1 of 2 - Name Phabricator OAuth Instance**\n\n".
+        "**Step 1 of 2 - Name the platform OAuth Instance**\n\n".
         'Choose a permanent name for the OAuth server instance of '.
-        'Phabricator. //This// instance of Phabricator uses this name '.
+        'the platform. //This// instance of the platform uses this name '.
         'internally to keep track of the OAuth server instance of '.
-        'Phabricator, in case the URL changes later.');
+        'the platform, in case the URL changes later.');
     }
 
     return parent::getConfigurationHelp();
@@ -29,8 +32,8 @@
     $login_uri = PhabricatorEnv::getURI($this->getLoginURI());
 
     return pht(
-      "**Step 2 of 2 - Configure Phabricator OAuth Instance**\n\n".
-      "To configure Phabricator OAuth, create a new application here:".
+      "**Step 2 of 2 - Configure the platform OAuth Instance**\n\n".
+      "To configure the platform OAuth, create a new application here:".
       "\n\n".
       "%s/oauthserver/client/create/".
       "\n\n".
@@ -54,6 +57,7 @@
   }
 
   protected function getLoginIcon() {
+    // TODO: Update icon reference?
     return 'Phabricator';
   }
 
@@ -106,23 +110,23 @@
     $key_uri = self::PROPERTY_PHABRICATOR_URI;
 
     if (!strlen($values[$key_name])) {
-      $errors[] = pht('Phabricator instance name is required.');
+      $errors[] = pht('The platform instance name is required.');
       $issues[$key_name] = pht('Required');
     } else if (!preg_match('/^[a-z0-9.]+\z/', $values[$key_name])) {
       $errors[] = pht(
-        'Phabricator instance name must contain only lowercase letters, '.
-        'digits, and periods.');
+        'The platform instance name must contain only lowercase letters, '.
+        'digits, and  periods.');
       $issues[$key_name] = pht('Invalid');
     }
 
     if (!strlen($values[$key_uri])) {
-      $errors[] = pht('Phabricator base URI is required.');
+      $errors[] = pht('The platform base URI is required.');
       $issues[$key_uri] = pht('Required');
     } else {
       $uri = new PhutilURI($values[$key_uri]);
       if (!$uri->getProtocol()) {
         $errors[] = pht(
-          'Phabricator base URI should include protocol (like "%s").',
+          'The platform base URI should include a protocol (like "%s").',
           'https://');
         $issues[$key_uri] = pht('Invalid');
       }
@@ -161,7 +165,7 @@
       $form
        ->appendChild(
           id(new AphrontFormTextControl())
-            ->setLabel(pht('Phabricator Instance Name'))
+            ->setLabel(pht('Platform Instance Name'))
             ->setValue($v_name)
             ->setName(self::PROPERTY_PHABRICATOR_NAME)
             ->setError($e_name)
@@ -175,21 +179,21 @@
       $form
         ->appendChild(
           id(new AphrontFormStaticControl())
-            ->setLabel(pht('Phabricator Instance Name'))
+            ->setLabel(pht('Platform Instance Name'))
             ->setValue($v_name));
     }
 
     $form
       ->appendChild(
         id(new AphrontFormTextControl())
-          ->setLabel(pht('Phabricator Base URI'))
+          ->setLabel(pht('Base URI'))
           ->setValue($v_uri)
           ->setName(self::PROPERTY_PHABRICATOR_URI)
           ->setCaption(
             pht(
-              'The URI where the OAuth server instance of Phabricator is '.
+              'The URI where the OAuth server instance of the platform is '.
               'installed. For example: %s',
-              phutil_tag('tt', array(), 'https://phabricator.mycompany.com/')))
+              phutil_tag('tt', array(), 'https://platform.mycompany.com/')))
           ->setError($e_uri));
 
     if (!$is_setup) {
diff --git a/src/applications/auth/provider/PhabricatorWordPressAuthProvider.php b/src/applications/auth/provider/PhabricatorWordPressAuthProvider.php
--- a/src/applications/auth/provider/PhabricatorWordPressAuthProvider.php
+++ b/src/applications/auth/provider/PhabricatorWordPressAuthProvider.php
@@ -19,7 +19,7 @@
       "You should use these settings in your application:".
       "\n\n".
       "  - **URL:** Set this to your full domain with protocol. For this ".
-      "    Phabricator install, the correct value is: `%s`\n".
+      "    install, the correct value is: `%s`\n".
       "  - **Redirect URL**: Set this to: `%s`\n".
       "\n\n".
       "Once you've created an application, copy the **Client ID** and ".