diff --git a/src/applications/config/option/PhabricatorCoreConfigOptions.php b/src/applications/config/option/PhabricatorCoreConfigOptions.php
--- a/src/applications/config/option/PhabricatorCoreConfigOptions.php
+++ b/src/applications/config/option/PhabricatorCoreConfigOptions.php
@@ -38,15 +38,15 @@
     $applications_app_href = '/applications/';
 
     $silent_description = $this->deformat(pht(<<<EOREMARKUP
-This option allows you to stop Phabricator from sending data to most external
+This option allows you to stop this service from sending data to most external
 services: it will disable email, SMS, repository mirroring, remote builds,
 Doorkeeper writes, and webhooks.
 
-This option is intended to allow a Phabricator instance to be exported, copied,
-imported, and run in a test environment without impacting users. For example,
-if you are migrating to new hardware, you could perform a test migration first
-with this flag set, make sure things work, and then do a production cutover
-later with higher confidence and less disruption.
+This option is intended to allow an instance to be exported, copied, imported,
+and run in a test environment without impacting users. For example, if you are
+migrating to new hardware, you could perform a test migration first with this
+flag set, make sure things work, and then do a production cutover later with
+higher confidence and less disruption.
 
 Without making use of this flag to silence the temporary test environment,
 users would receive duplicate email during the time the test instance and old
@@ -72,35 +72,36 @@
     return array(
       $this->newOption('phabricator.base-uri', 'string', null)
         ->setLocked(true)
-        ->setSummary(pht('URI where Phabricator is installed.'))
+        ->setSummary(pht('URI where this software is installed.'))
         ->setDescription(
           pht(
-            'Set the URI where Phabricator is installed. Setting this '.
+            'Set the URI where this software is installed. Setting this '.
             'improves security by preventing cookies from being set on other '.
             'domains, and allows daemons to send emails with links that have '.
             'the correct domain.'))
-        ->addExample('http://phabricator.example.com/', pht('Valid Setting')),
+        ->addExample('http://devtools.example.com/', pht('Valid Setting')),
       $this->newOption('phabricator.production-uri', 'string', null)
         ->setSummary(
           pht('Primary install URI, for multi-environment installs.'))
         ->setDescription(
           pht(
-            'If you have multiple Phabricator environments (like a '.
+            'If you have multiple %s environments (like a '.
             'development/staging environment for working on testing '.
             'Phabricator, and a production environment for deploying it), '.
             'set the production environment URI here so that emails and other '.
             'durable URIs will always generate with links pointing at the '.
             'production environment. If unset, defaults to `%s`. Most '.
             'installs do not need to set this option.',
+            PlatformSymbols::getPlatformServerName(),
             'phabricator.base-uri'))
-        ->addExample('http://phabricator.example.com/', pht('Valid Setting')),
+        ->addExample('http://devtools.example.com/', pht('Valid Setting')),
       $this->newOption('phabricator.allowed-uris', 'list<string>', array())
         ->setLocked(true)
-        ->setSummary(pht('Alternative URIs that can access Phabricator.'))
+        ->setSummary(pht('Alternative URIs that can access this service.'))
         ->setDescription(
           pht(
             "These alternative URIs will be able to access 'normal' pages ".
-            "on your Phabricator install. Other features such as OAuth ".
+            "on your this install. Other features such as OAuth ".
             "won't work. The major use case for this is moving installs ".
             "across domains."))
         ->addExample(
@@ -109,7 +110,7 @@
           pht('Valid Setting')),
       $this->newOption('phabricator.timezone', 'string', null)
         ->setSummary(
-          pht('The timezone Phabricator should use.'))
+          pht('The timezone this software should use by default.'))
         ->setDescription($timezone_description)
         ->addExample('America/New_York', pht('US East (EDT)'))
         ->addExample('America/Chicago', pht('US Central (CDT)'))
@@ -119,12 +120,12 @@
         ->setLocked(true)
         ->setSummary(
           pht(
-            'Set a string Phabricator should use to prefix cookie names.'))
+            'Set a string this software should use to prefix cookie names.'))
         ->setDescription(
           pht(
             'Cookies set for x.com are also sent for y.x.com. Assuming '.
-            'Phabricator instances are running on both domains, this will '.
-            'create a collision preventing you from logging in.'))
+            'instances are running on both domains, this will create a '.
+            'collision preventing you from logging in.'))
         ->addExample('dev', pht('Prefix cookie with "%s"', 'dev')),
       $this->newOption('phabricator.show-prototypes', 'bool', false)
         ->setLocked(true)
@@ -141,11 +142,11 @@
             "IMPORTANT: The upstream does not provide support for prototype ".
             "applications.".
             "\n\n".
-            "Phabricator includes prototype applications which are in an ".
+            "This platform includes prototype applications which are in an ".
             "**early stage of development**. By default, prototype ".
             "applications are not installed, because they are often not yet ".
             "developed enough to be generally usable. You can enable ".
-            "this option to install them if you're developing Phabricator ".
+            "this option to install them if you're developing applications ".
             "or are interested in previewing upcoming features.".
             "\n\n".
             "To learn more about prototypes, see [[ %s | %s ]].".
@@ -164,7 +165,7 @@
           pht('Allows you to remove levity and jokes from the UI.'))
         ->setDescription(
           pht(
-            'By default, Phabricator includes some flavor text in the UI, '.
+            'By default, this software includes some flavor text in the UI, '.
             'like a prompt to "Weigh In" rather than "Add Comment" in '.
             'Maniphest. If you\'d prefer more traditional UI strings like '.
             '"Add Comment", you can set this flag to disable most of the '.
@@ -189,7 +190,7 @@
           'will not be linked.'))
         ->setDescription(
           pht(
-            'By default, Phabricator links object names in Remarkup fields '.
+            'By default, this software links object names in Remarkup fields '.
             'to the corresponding object. This regex can be used to modify '.
             'this behavior; object names that match this regex will not be '.
             'linked.')),
@@ -200,11 +201,11 @@
             '$PATH'))
         ->setDescription(
           pht(
-            "Phabricator occasionally shells out to other binaries on the ".
+            "Thhi software sometimes executes other binaries on the ".
             "server. An example of this is the `%s` command, used to ".
             "syntax-highlight code written in languages other than PHP. By ".
             "default, it is assumed that these binaries are in the %s of the ".
-            "user running Phabricator (normally 'apache', 'httpd', or ".
+            "user running this software (normally 'apache', 'httpd', or ".
             "'nobody'). Here you can add extra directories to the %s ".
             "environment variable, for when these binaries are in ".
             "non-standard locations.\n\n".
@@ -216,7 +217,7 @@
             'pygmentize',
             '$PATH',
             '$PATH',
-            'phabricator/support/bin/',
+            'support/bin/',
             $path))
         ->setLocked(true)
         ->addExample('/usr/local/bin', pht('Add One Path'))
@@ -262,7 +263,7 @@
             pht('Run Silently'),
             pht('Run Normally'),
           ))
-        ->setSummary(pht('Stop Phabricator from sending any email, etc.'))
+        ->setSummary(pht('Stop this software from sending any email, etc.'))
         ->setDescription($silent_description),
       );
 
@@ -306,11 +307,11 @@
         throw new PhabricatorConfigValidationException(
           pht(
             "Config option '%s' is invalid. The URI must NOT have a path, ".
-            "e.g. '%s' is OK, but '%s' is not. Phabricator must be installed ".
-            "on an entire domain; it can not be installed on a path.",
+            "e.g. '%s' is OK, but '%s' is not. This software must be '.
+            'installed on an entire domain; it can not be installed on a path.",
             $key,
-            'http://phabricator.example.com/',
-            'http://example.com/phabricator/'));
+            'http://devtools.example.com/',
+            'http://example.com/devtools/'));
       }
     }
 
diff --git a/src/applications/config/option/PhabricatorDeveloperConfigOptions.php b/src/applications/config/option/PhabricatorDeveloperConfigOptions.php
--- a/src/applications/config/option/PhabricatorDeveloperConfigOptions.php
+++ b/src/applications/config/option/PhabricatorDeveloperConfigOptions.php
@@ -8,7 +8,7 @@
   }
 
   public function getDescription() {
-    return pht('Options for Phabricator developers, including debugging.');
+    return pht('Options for platform developers, including debugging.');
   }
 
   public function getIcon() {
@@ -27,18 +27,19 @@
             pht('Enable DarkConsole'),
             pht('Disable DarkConsole'),
           ))
-        ->setSummary(pht("Enable Phabricator's debugging console."))
+        ->setSummary(pht('Enable the debugging console.'))
         ->setDescription(
           pht(
             "DarkConsole is a development and profiling tool built into ".
-            "Phabricator's web interface. You should leave it disabled unless ".
-            "you are developing or debugging Phabricator.\n\n".
+            "the web interface. You should leave it disabled unless ".
+            "you are developing or debugging %s.\n\n".
             "Once you activate DarkConsole for the install, **you need to ".
             "enable it for your account before it will actually appear on ".
             "pages.** You can do this in Settings > Developer Settings.\n\n".
             "DarkConsole exposes potentially sensitive data (like queries, ".
             "stack traces, and configuration) so you generally should not ".
-            "turn it on in production.")),
+            "turn it on in production.",
+            PlatformSymbols::getPlatformServerName())),
       $this->newOption('darkconsole.always-on', 'bool', false)
         ->setBoolOptions(
           array(
@@ -91,11 +92,11 @@
             'Confirm before redirecting so DarkConsole can be examined.'))
         ->setDescription(
           pht(
-            'Normally, Phabricator issues HTTP redirects after a successful '.
+            'Normally, this software issues HTTP redirects after a successful '.
             'POST. This can make it difficult to debug things which happen '.
             'while processing the POST, because service and profiling '.
             'information are lost. By setting this configuration option, '.
-            'Phabricator will show a page instead of automatically '.
+            'an interstitial page will be shown instead of automatically '.
             'redirecting, allowing you to examine service and profiling '.
             'information. It also makes the UX awful, so you should only '.
             'enable it when debugging.')),
@@ -106,7 +107,7 @@
         ->setSummary(pht('Automatically profile some percentage of pages.'))
         ->setDescription(
           pht(
-            "Normally, Phabricator profiles pages only when explicitly ".
+            "Normally, pages are profiled only when explicitly ".
             "requested via DarkConsole. However, it may be useful to profile ".
             "some pages automatically.\n\n".
             "Set this option to a positive integer N to profile 1 / N pages ".
@@ -128,7 +129,7 @@
         ->setDescription(
           pht(
             "The Multimeter application collects performance samples. You ".
-            "can use this data to help you understand what Phabricator is ".
+            "can use this data to help you understand what the software is ".
             "spending time and resources doing, and to identify problematic ".
             "access patterns.".
             "\n\n".
diff --git a/src/applications/config/option/PhabricatorExtendingPhabricatorConfigOptions.php b/src/applications/config/option/PhabricatorExtendingPhabricatorConfigOptions.php
--- a/src/applications/config/option/PhabricatorExtendingPhabricatorConfigOptions.php
+++ b/src/applications/config/option/PhabricatorExtendingPhabricatorConfigOptions.php
@@ -4,11 +4,11 @@
   extends PhabricatorApplicationConfigOptions {
 
   public function getName() {
-    return pht('Extending Phabricator');
+    return pht('Extensions');
   }
 
   public function getDescription() {
-    return pht('Make Phabricator even cooler!');
+    return pht('Manage extensions.');
   }
 
   public function getIcon() {
diff --git a/src/applications/config/option/PhabricatorMetaMTAConfigOptions.php b/src/applications/config/option/PhabricatorMetaMTAConfigOptions.php
--- a/src/applications/config/option/PhabricatorMetaMTAConfigOptions.php
+++ b/src/applications/config/option/PhabricatorMetaMTAConfigOptions.php
@@ -22,33 +22,32 @@
   public function getOptions() {
     $send_as_user_desc = $this->deformat(pht(<<<EODOC
 When a user takes an action which generates an email notification (like
-commenting on a Differential revision), Phabricator can either send that mail
-"From" the user's email address (like "alincoln@logcabin.com") or "From" the
-'%s' address.
+commenting on a Differential revision), the "From" address can either be set
+to the user's email address (like "alincoln@logcabin.com") or the
+"metamta.defualt-address" address.
 
-The user experience is generally better if Phabricator uses the user's real
-address as the "From" since the messages are easier to organize when they appear
-in mail clients, but this will only work if the server is authorized to send
-email on behalf of the "From" domain. Practically, this means:
+The user experience is generally better if the user's real address is used as
+the "From" header value, since the messages are easier to organize when they
+appear in mail clients, but this will only work if the server is authorized to
+send email on behalf of the "From" domain. Practically, this means:
 
   - If you are doing an install for Example Corp and all the users will have
-    corporate @corp.example.com addresses and any hosts Phabricator is running
+    corporate @corp.example.com addresses and any hosts this software is running
     on are authorized to send email from corp.example.com, you can enable this
     to make the user experience a little better.
   - If you are doing an install for an open source project and your users will
-    be registering via Facebook and using personal email addresses, you probably
-    should not enable this or all of your outgoing email might vanish into SFP
-    blackholes.
+    be registering via third-party services and/or using personal email
+    addresses, you probably should not enable this or all of your outgoing
+    email might vanish into SFP blackholes.
   - If your install is anything else, you're safer leaving this off, at least
     initially, since the risk in turning it on is that your outgoing mail will
     never arrive.
 EODOC
-  ,
-  'metamta.default-address'));
+  ));
 
     $one_mail_per_recipient_desc = $this->deformat(pht(<<<EODOC
 When a message is sent to multiple recipients (for example, several reviewers on
-a code review), Phabricator can either deliver one email to everyone (e.g., "To:
+a code review), it can either be delieverd as one email to everyone (e.g., "To:
 alincoln, usgrant, htaft") or separate emails to each user (e.g., "To:
 alincoln", "To: usgrant", "To: htaft"). The major advantages and disadvantages
 of each approach are:
@@ -62,7 +61,7 @@
     - Getting threading to work properly is harder, and probably requires
       making mail less useful by turning off options.
     - Sometimes people will "Reply All", which can send mail to too many
-      recipients. Phabricator will try not to send mail to users who already
+      recipients. This software will try not to send mail to users who already
       received a similar message, but can not prevent all stray email arising
       from "Reply All".
     - Not supported with a private reply-to address.
@@ -104,7 +103,7 @@
 
     $re_prefix_description = $this->deformat(pht(<<<EODOC
 Mail.app on OS X Lion won't respect threading headers unless the subject is
-prefixed with "Re:". If you enable this option, Phabricator will add "Re:" to
+prefixed with "Re:". If you enable this option, this software will add "Re:" to
 the subject line of all mail which is expected to thread. If you've set
 'metamta.one-mail-per-recipient', users can override this setting in their
 preferences.
@@ -121,7 +120,7 @@
   'metamta.one-mail-per-recipient'));
 
     $reply_to_description = $this->deformat(pht(<<<EODOC
-If you enable `%s`, Phabricator uses "From" to authenticate users. You can
+If you enable `%s`, this software uses "From" to authenticate users. You can
 additionally enable this setting to try to authenticate with 'Reply-To'. Note
 that this is completely spoofable and insecure (any user can set any 'Reply-To'
 address) but depending on the nature of your install or other deliverability
@@ -142,33 +141,33 @@
 ));
 
     $public_replies_description = $this->deformat(pht(<<<EODOC
-By default, Phabricator generates unique reply-to addresses and sends a separate
-email to each recipient when you enable reply handling. This is more secure than
-using "From" to establish user identity, but can mean users may receive multiple
-emails when they are on mailing lists. Instead, you can use a single, non-unique
-reply to address and authenticate users based on the "From" address by setting
-this to 'true'. This trades away a little bit of security for convenience, but
-it's reasonable in many installs. Object interactions are still protected using
-hashes in the single public email address, so objects can not be replied to
-blindly.
+By default, this software generates unique reply-to addresses and sends a
+separate email to each recipient when you enable reply handling. This is more
+secure than using "From" to establish user identity, but can mean users may
+receive multiple emails when they are on mailing lists. Instead, you can use a
+single, non-unique reply to address and authenticate users based on the "From"
+address by setting this to 'true'. This trades away a little bit of security
+for convenience, but it's reasonable in many installs. Object interactions are
+still protected using hashes in the single public email address, so objects
+can not be replied to blindly.
 EODOC
 ));
 
     $single_description = $this->deformat(pht(<<<EODOC
-If you want to use a single mailbox for Phabricator reply mail, you can use this
-and set a common prefix for reply addresses generated by Phabricator. It will
+If you want to use a single mailbox for reply mail, you can use this
+and set a common prefix for generated reply addresses. It will
 make use of the fact that a mail-address such as
-`phabricator+D123+1hjk213h@example.com` will be delivered to the `phabricator`
+`devtools+D123+1hjk213h@example.com` will be delivered to the `devtools`
 user's mailbox. Set this to the left part of the email address and it will be
 prepended to all generated reply addresses.
 
-For example, if you want to use `phabricator@example.com`, this should be set
-to `phabricator`.
+For example, if you want to use `devtools@example.com`, this should be set
+to `devtools`.
 EODOC
 ));
 
     $address_description = $this->deformat(pht(<<<EODOC
-When email is sent, what format should Phabricator use for user's email
+When email is sent, what format should the software use for users' email
 addresses? Valid values are:
 
  - `short`: 'gwashington <gwashington@example.com>'
@@ -192,12 +191,12 @@
 required but no meaningful address is available.
 
 If you configure inbound mail, you generally do not need to set this:
-Phabricator will automatically generate and use a suitable mailbox on the
+the software will automatically generate and use a suitable mailbox on the
 inbound mail domain.
 
 Otherwise, this option should be configured to point at a valid mailbox which
 discards all mail sent to it. If you point it at an invalid mailbox, mail sent
-by Phabricator and some mail sent by users will bounce. If you point it at a
+by the software and some mail sent by users will bounce. If you point it at a
 real user mailbox, that user will get a lot of mail they don't want.
 
 For further guidance, see **[[ %s | %s ]]** in the documentation.
@@ -226,19 +225,22 @@
           ))
         ->setSummary(
           pht(
-            'Controls whether Phabricator sends one email with multiple '.
-            'recipients in the "To:" line, or multiple emails, each with a '.
-            'single recipient in the "To:" line.'))
+            'Controls whether email for multiple recipients is sent by '.
+            'creating one message with everyone in the "To:" line, or '.
+            'multiple messages that each have a single recipeint in the '.
+            '"To:" line.'))
         ->setDescription($one_mail_per_recipient_desc),
       $this->newOption('metamta.can-send-as-user', 'bool', false)
         ->setBoolOptions(
           array(
             pht('Send as User Taking Action'),
-            pht('Send as Phabricator'),
+            pht(
+              'Send as %s',
+              PlatformSymbols::getPlatformServerName()),
           ))
         ->setSummary(
           pht(
-            'Controls whether Phabricator sends email "From" users.'))
+            'Controls whether email is sent "From" users.'))
         ->setDescription($send_as_user_desc),
       $this->newOption(
         'metamta.reply-handler-domain',
@@ -246,7 +248,7 @@
         null)
         ->setLocked(true)
         ->setDescription(pht('Domain used for reply email addresses.'))
-        ->addExample('phabricator.example.com', ''),
+        ->addExample('devtools.example.com', ''),
       $this->newOption('metamta.recipients.show-hints', 'bool', true)
         ->setBoolOptions(
           array(
@@ -271,12 +273,12 @@
           ))
         ->setSummary(
           pht(
-            'Phabricator can use less-secure but mailing list friendly public '.
-            'reply addresses.'))
+            'Reply addresses can either be private (more secure) or '.
+            'public (which works better with mailing lists).'))
         ->setDescription($public_replies_description),
       $this->newOption('metamta.single-reply-handler-prefix', 'string', null)
         ->setSummary(
-          pht('Allow Phabricator to use a single mailbox for all replies.'))
+          pht('Allow a single mailbox to be used for all replies.'))
         ->setDescription($single_description),
       $this->newOption('metamta.user-address-format', 'enum', 'full')
         ->setEnumOptions(
@@ -285,7 +287,7 @@
             'real' => pht('Real'),
             'full' => pht('Full'),
           ))
-        ->setSummary(pht('Control how Phabricator renders user names in mail.'))
+        ->setSummary(pht('Control how user names are rendered in mail.'))
         ->setDescription($address_description)
         ->addExample('gwashington <gwashington@example.com>', 'short')
         ->addExample('George Washington <gwashington@example.com>', 'real')
diff --git a/src/applications/config/option/PhabricatorMySQLConfigOptions.php b/src/applications/config/option/PhabricatorMySQLConfigOptions.php
--- a/src/applications/config/option/PhabricatorMySQLConfigOptions.php
+++ b/src/applications/config/option/PhabricatorMySQLConfigOptions.php
@@ -38,14 +38,14 @@
       $this->newOption('storage.default-namespace', 'string', 'phabricator')
         ->setLocked(true)
         ->setSummary(
-          pht('The namespace that Phabricator databases should use.'))
+          pht('The namespace that databases should use.'))
         ->setDescription(
           pht(
-            "Phabricator puts databases in a namespace, which defaults to ".
+            "Databases are created in a namespace, which defaults to ".
             "'phabricator' -- for instance, the Differential database is ".
             "named 'phabricator_differential' by default. You can change ".
             "this namespace if you want. Normally, you should not do this ".
-            "unless you are developing Phabricator and using namespaces to ".
+            "unless you are developing extensions and using namespaces to ".
             "separate multiple sandbox datasets.")),
         $this->newOption('mysql.port', 'string', null)
         ->setLocked(true)
diff --git a/src/applications/config/option/PhabricatorSecurityConfigOptions.php b/src/applications/config/option/PhabricatorSecurityConfigOptions.php
--- a/src/applications/config/option/PhabricatorSecurityConfigOptions.php
+++ b/src/applications/config/option/PhabricatorSecurityConfigOptions.php
@@ -67,7 +67,7 @@
       PhabricatorEnv::getDoclink('Configuring Encryption')));
 
     $require_mfa_description = $this->deformat(pht(<<<EOTEXT
-By default, Phabricator allows users to add multi-factor authentication to
+By default, this software allows users to add multi-factor authentication to
 their accounts, but does not require it. By enabling this option, you can
 force all users to add at least one authentication factor before they can use
 their accounts.
@@ -87,7 +87,7 @@
         ->setSummary(pht('Alternate domain to serve files from.'))
         ->setDescription(
           pht(
-            'By default, Phabricator serves files from the same domain '.
+            'By default, this software serves files from the same domain '.
             'the application is served from. This is convenient, but '.
             'presents a security risk.'.
             "\n\n".
@@ -119,7 +119,7 @@
           pht(
             "If the web server responds to both HTTP and HTTPS requests but ".
             "you want users to connect with only HTTPS, you can set this ".
-            "to `true` to make Phabricator redirect HTTP requests to HTTPS.".
+            "to `true` to make this service redirect HTTP requests to HTTPS.".
             "\n\n".
             "Normally, you should just configure your server not to accept ".
             "HTTP traffic, but this setting may be useful if you originally ".
@@ -128,15 +128,14 @@
             "balancer which terminates HTTPS connections and you can not ".
             "reasonably configure more granular behavior there.".
             "\n\n".
-            "IMPORTANT: Phabricator determines if a request is HTTPS or not ".
-            "by examining the PHP `%s` variable. If you run ".
-            "Apache/mod_php this will probably be set correctly for you ".
-            "automatically, but if you run Phabricator as CGI/FCGI (e.g., ".
-            "through nginx or lighttpd), you need to configure your web ".
-            "server so that it passes the value correctly based on the ".
-            "connection type.".
+            "IMPORTANT: A request is identified as HTTP or HTTPS by examining ".
+            "the PHP `%s` variable. If you run Apache/mod_php this will ".
+            "probably be set correctly for you automatically, but if you run ".
+            "as CGI/FCGI (e.g., through nginx or lighttpd), you need to ".
+            "configure your web server so that it passes the value correctly ".
+            "based on the connection type.".
             "\n\n".
-            "If you configure Phabricator in cluster mode, note that this ".
+            "If you configure clustering, note that this ".
             "setting is ignored by intracluster requests.",
             "\$_SERVER['HTTPS']"))
         ->setBoolOptions(
@@ -177,12 +176,12 @@
             'dangerous URI handlers.'.
             "\n\n".
             'This set is also used to enforce valid redirect URIs. '.
-            'Phabricator will refuse to issue a HTTP "Location" redirect to a '.
-            'URI with a protocol not on this set.'.
+            'This service will refuse to issue a HTTP "Location" redirect '.
+            'to a URI with a protocol not on this set.'.
             "\n\n".
             'Usually, "http" and "https" should be present in this set. If '.
-            'you remove one or both protocols, some Phabricator features '.
-            'which rely on links or redirects may not work.'))
+            'you remove one or both protocols, some features which rely on '.
+            'links or redirects may not work.'))
         ->addExample("http\nhttps", pht('Valid Setting'))
         ->setLocked(true),
       $this->newOption(
@@ -248,10 +247,9 @@
               'requests.'))
           ->setDescription(
             pht(
-              'Phabricator users can make requests to other services from '.
-              'the Phabricator host in some circumstances (for example, by '.
-              'creating a repository with a remote URL or having Phabricator '.
-              'fetch an image from a remote server).'.
+              'Users can make requests to other services from '.
+              'service hosts in some circumstances (for example, by '.
+              'creating a repository with a remote URL).'.
               "\n\n".
               'This may represent a security vulnerability if services on '.
               'the same subnet will accept commands or reveal private '.
@@ -259,8 +257,8 @@
               'IP address. In particular, all hosts in EC2 have access to '.
               'such a service.'.
               "\n\n".
-              'This option defines a list of netblocks which Phabricator '.
-              'will decline to connect to. Generally, you should list all '.
+              'This option defines a list of netblocks which requests will '.
+              'never be issued to. Generally, you should list all '.
               'private IP space here.'))
           ->addExample(array('0.0.0.0/0'), pht('No Outbound Requests')),
         $this->newOption('security.strict-transport-security', 'bool', false)
@@ -326,11 +324,11 @@
         throw new PhabricatorConfigValidationException(
           pht(
             "Config option '%s' is invalid. The URI must NOT have a path, ".
-            "e.g. '%s' is OK, but '%s' is not. Phabricator must be installed ".
-            "on an entire domain; it can not be installed on a path.",
+            "e.g. '%s' is OK, but '%s' is not. This software must be ".
+            "installed on an entire domain; it can not be installed on a path.",
             $key,
-            'http://phabricator.example.com/',
-            'http://example.com/phabricator/'));
+            'http://devtools.example.com/',
+            'http://example.com/devtools/'));
       }
     }
   }
diff --git a/src/applications/config/option/PhabricatorSyntaxHighlightingConfigOptions.php b/src/applications/config/option/PhabricatorSyntaxHighlightingConfigOptions.php
--- a/src/applications/config/option/PhabricatorSyntaxHighlightingConfigOptions.php
+++ b/src/applications/config/option/PhabricatorSyntaxHighlightingConfigOptions.php
@@ -31,13 +31,12 @@
         ->setSummary(pht('Default non-pygments syntax highlighter engine.'))
         ->setDescription(
           pht(
-            'Phabricator can highlight PHP by default and use Pygments for '.
-            'other languages if enabled. You can provide a custom '.
-            'highlighter engine by extending class %s.',
+            'You can provide a custom highlighter engine by extending '.
+            'class %s.',
             'PhutilSyntaxHighlighterEngine')),
       $this->newOption('pygments.enabled', 'bool', false)
         ->setSummary(
-          pht('Should Phabricator use Pygments to highlight code?'))
+          pht('Use Pygments to highlight code?'))
         ->setBoolOptions(
           array(
             pht('Use Pygments'),
@@ -45,7 +44,7 @@
           ))
         ->setDescription(
           pht(
-            'Phabricator supports syntax highlighting a few languages by '.
+            'Syntax highlighting a supported for a few languages by '.
             'default, but you can install Pygments (a third-party syntax '.
             'highlighting tool) to provide support for many more languages.'.
             "\n\n".
@@ -54,12 +53,12 @@
             'download and install instructions.'.
             "\n\n".
             'Once Pygments is installed, enable this option '.
-            '(`pygments.enabled`) to make Phabricator use Pygments when '.
+            '(`pygments.enabled`) to make use of Pygments when '.
             'highlighting source code.'.
             "\n\n".
             'After you install and enable Pygments, newly created source '.
             'code (like diffs and pastes) should highlight correctly. '.
-            'You may need to clear Phabricator\'s caches to get previously '.
+            'You may need to clear caches to get previously '.
             'existing source code to highlight. For instructions on '.
             'managing caches, see [[ %s | Managing Caches ]].',
             $caches_href)),
diff --git a/src/applications/config/option/PhabricatorUIConfigOptions.php b/src/applications/config/option/PhabricatorUIConfigOptions.php
--- a/src/applications/config/option/PhabricatorUIConfigOptions.php
+++ b/src/applications/config/option/PhabricatorUIConfigOptions.php
@@ -8,7 +8,7 @@
   }
 
   public function getDescription() {
-    return pht('Configure the Phabricator UI, including colors.');
+    return pht('Configure the UI, including colors.');
   }
 
   public function getIcon() {
@@ -51,7 +51,7 @@
     return array(
       $this->newOption('ui.header-color', 'enum', 'blindigo')
         ->setDescription(
-          pht('Sets the default color scheme of Phabricator.'))
+          pht('Sets the default color scheme.'))
         ->setEnumOptions($options),
       $this->newOption('ui.logo', $logo_type, array())
         ->setSummary(
@@ -61,9 +61,10 @@
             "Customize the logo image and text which appears in the main ".
             "site header:\n\n".
             "  - **Logo Image**: Upload a new 80 x 80px image to replace the ".
-            "Phabricator logo in the site header.\n\n".
+            "logo in the site header.\n\n".
             "  - **Wordmark**: Choose new text to display next to the logo. ".
-            "By default, the header displays //Phabricator//.\n\n")),
+            "By default, the header displays //%s//.\n\n",
+            PlatformSymbols::getPlatformServerName())),
       $this->newOption('ui.favicons', 'wild', array())
         ->setSummary(pht('Customize favicons.'))
         ->setDescription(pht('Customize favicons.'))
diff --git a/src/applications/config/response/PhabricatorConfigResponse.php b/src/applications/config/response/PhabricatorConfigResponse.php
--- a/src/applications/config/response/PhabricatorConfigResponse.php
+++ b/src/applications/config/response/PhabricatorConfigResponse.php
@@ -21,7 +21,7 @@
   }
 
   protected function getResponseTitle() {
-    return pht('Phabricator Setup Error');
+    return pht('Setup Error');
   }
 
   protected function getResponseBodyClass() {
diff --git a/src/applications/config/view/PhabricatorSetupIssueView.php b/src/applications/config/view/PhabricatorSetupIssueView.php
--- a/src/applications/config/view/PhabricatorSetupIssueView.php
+++ b/src/applications/config/view/PhabricatorSetupIssueView.php
@@ -90,14 +90,14 @@
 
       $fallback_info = pht(
         "If those commands don't work, try Google. The process of installing ".
-        "PHP extensions is not specific to Phabricator, and any instructions ".
-        "you can find for installing them on your system should work. On Mac ".
-        "OS X, you might want to try Homebrew.");
+        "PHP extensions is not specific to this software, and any ".
+        "instructions you can find for installing them on your system should ".
+        "work. On Mac OS X, you might want to try Homebrew.");
 
       $restart_info = pht(
-        'After installing new PHP extensions, <strong>restart Phabricator '.
+        'After installing new PHP extensions, <strong>restart everything '.
         'for the changes to take effect</strong>. For help with restarting '.
-        'Phabricator, see %s in the documentation.',
+        'everything, see %s in the documentation.',
         $this->renderRestartLink());
 
       $description[] = phutil_tag(
@@ -249,7 +249,7 @@
       'p',
       array(),
       pht(
-        'The current Phabricator configuration has these %d value(s):',
+        'The current configuration has these %d value(s):',
         count($configs)));
 
     $options = PhabricatorApplicationConfigOptions::loadAllOptions();
@@ -284,7 +284,7 @@
       $update = array();
       foreach ($configs as $key) {
         $update[] = hsprintf(
-          '<tt>phabricator/ $</tt> ./bin/config set %s <em>value</em>',
+          '<tt>$</tt> ./bin/config set %s <em>value</em>',
           $key);
       }
       $update = phutil_tag('pre', array(), phutil_implode_html("\n", $update));
@@ -460,9 +460,9 @@
       'p',
       array(),
       pht(
-        'After editing the PHP configuration, <strong>restart Phabricator for '.
+        'After editing the PHP configuration, <strong>restart everything for '.
         'the changes to take effect</strong>. For help with restarting '.
-        'Phabricator, see %s in the documentation.',
+        'everything, see %s in the documentation.',
         $this->renderRestartLink()));
 
     return phutil_tag(