diff --git a/src/applications/conduit/controller/PhabricatorConduitAPIController.php b/src/applications/conduit/controller/PhabricatorConduitAPIController.php
--- a/src/applications/conduit/controller/PhabricatorConduitAPIController.php
+++ b/src/applications/conduit/controller/PhabricatorConduitAPIController.php
@@ -261,9 +261,9 @@
           return array(
             'ERR-INVALID-AUTH',
             pht(
-              'This request originates from outside of the Phabricator '.
-              'cluster address range. Requests signed with trusted '.
-              'device keys must originate from within the cluster.'),
+              'This request originates from outside of the cluster address '.
+              'range. Requests signed with trusted device keys must '.
+              'originate from within the cluster.'),
           );
         }
 
@@ -364,9 +364,9 @@
           return array(
             'ERR-INVALID-AUTH',
             pht(
-              'This request originates from outside of the Phabricator '.
-              'cluster address range. Requests signed with cluster API '.
-              'tokens must originate from within the cluster.'),
+              'This request originates from outside of the cluster address '.
+              'range. Requests signed with cluster API tokens must '.
+              'originate from within the cluster.'),
           );
         }
 
diff --git a/src/applications/conduit/controller/PhabricatorConduitTokenEditController.php b/src/applications/conduit/controller/PhabricatorConduitTokenEditController.php
--- a/src/applications/conduit/controller/PhabricatorConduitTokenEditController.php
+++ b/src/applications/conduit/controller/PhabricatorConduitTokenEditController.php
@@ -87,9 +87,9 @@
       if ($token->getTokenType() === PhabricatorConduitToken::TYPE_CLUSTER) {
         $dialog->appendChild(
           pht(
-            'This token is automatically generated by Phabricator, and used '.
-            'to make requests between nodes in a Phabricator cluster. You '.
-            'can not use this token in external applications.'));
+            'This token is automatically generated, and used to make '.
+            'requests between nodes in a cluster. You can not use this '.
+            'token in external applications.'));
       } else {
         $form->appendChild(
           id(new AphrontFormTextControl())
diff --git a/src/applications/conduit/method/ConduitConnectConduitAPIMethod.php b/src/applications/conduit/method/ConduitConnectConduitAPIMethod.php
--- a/src/applications/conduit/method/ConduitConnectConduitAPIMethod.php
+++ b/src/applications/conduit/method/ConduitConnectConduitAPIMethod.php
@@ -80,7 +80,7 @@
             $ex->setErrorDescription(
               pht(
                 "Your '%s' client version is '%d', which is newer than the ".
-                "server version, '%d'. Upgrade your Phabricator install.",
+                "server version, '%d'. Upgrade your server.",
                 'arc',
                 $client_version,
                 $server_version));
diff --git a/src/applications/conduit/query/PhabricatorConduitSearchEngine.php b/src/applications/conduit/query/PhabricatorConduitSearchEngine.php
--- a/src/applications/conduit/query/PhabricatorConduitSearchEngine.php
+++ b/src/applications/conduit/query/PhabricatorConduitSearchEngine.php
@@ -88,7 +88,7 @@
               pht('Deprecated Methods'),
               pht(
                 'Show old methods which will be deleted in a future '.
-                'version of Phabricator.')),
+                'version of this software.')),
             $is_deprecated));
   }
 
diff --git a/src/applications/config/check/PhabricatorBaseURISetupCheck.php b/src/applications/config/check/PhabricatorBaseURISetupCheck.php
--- a/src/applications/config/check/PhabricatorBaseURISetupCheck.php
+++ b/src/applications/config/check/PhabricatorBaseURISetupCheck.php
@@ -17,7 +17,7 @@
         $message = pht(
           'This request did not include a "Host" header. This may mean that '.
           'your webserver (like nginx or apache) is misconfigured so the '.
-          '"Host" header is not making it to Phabricator, or that you are '.
+          '"Host" header is not making it to this software, or that you are '.
           'making a raw request without a "Host" header using a tool or '.
           'library.'.
           "\n\n".
@@ -38,9 +38,9 @@
           'is required for some browsers to be able to set cookies.'.
           "\n\n".
           'This may mean the base URI is configured incorrectly. You must '.
-          'serve Phabricator from a base URI with a dot (like '.
-          '"https://phabricator.mycompany.com"), not a bare domain '.
-          '(like "https://phabricator/"). If you are trying to use a bare '.
+          'serve this software from a base URI with a dot (like '.
+          '"https://devtools.example.com"), not a bare domain '.
+          '(like "https://devtools/"). If you are trying to use a bare '.
           'domain, change your configuration to use a full domain with a dot '.
           'in it instead.'.
           "\n\n".
@@ -76,7 +76,7 @@
       'will not work properly until you configure it.'.
       "\n\n".
       'You should set the base URI to the URI you will use to access '.
-      'Phabricator, like "http://phabricator.example.com/".'.
+      'this server, like "http://devtools.example.com/".'.
       "\n\n".
       'Include the protocol (http or https), domain name, and port number if '.
       'you are using a port other than 80 (http) or 443 (https).'.
@@ -96,7 +96,7 @@
       ->setMessage($message)
       ->addCommand(
         hsprintf(
-          '<tt>phabricator/ $</tt> %s',
+          '<tt>$</tt> %s',
           csprintf(
             './bin/config set phabricator.base-uri %s',
             $base_uri_guess)));
diff --git a/src/applications/config/check/PhabricatorBinariesSetupCheck.php b/src/applications/config/check/PhabricatorBinariesSetupCheck.php
--- a/src/applications/config/check/PhabricatorBinariesSetupCheck.php
+++ b/src/applications/config/check/PhabricatorBinariesSetupCheck.php
@@ -15,7 +15,7 @@
 
     if (!Filesystem::binaryExists($bin_name)) {
       $message = pht(
-        "Without '%s', Phabricator can not test for the availability ".
+        "Without '%s', this software can not test for the availability ".
         "of other binaries.",
         $bin_name);
       $this->raiseWarning($bin_name, $message);
@@ -27,7 +27,7 @@
 
     if (!Filesystem::binaryExists('diff')) {
       $message = pht(
-        "Without '%s', Phabricator will not be able to generate or render ".
+        "Without '%s', this software will not be able to generate or render ".
         "diffs in multiple applications.",
         'diff');
       $this->raiseWarning('diff', $message);
@@ -162,7 +162,7 @@
       $preamble = pht(
         "The '%s' binary could not be found. Set the webserver's %s ".
         "environmental variable to include the directory where it resides, or ".
-        "add that directory to '%s' in the Phabricator configuration.",
+        "add that directory to '%s' in configuration.",
         $bin,
         'PATH',
         'environment.append-paths');
@@ -170,10 +170,9 @@
       $preamble = pht(
         "The '%s' binary could not be found. Symlink it into '%s', or set the ".
         "webserver's %s environmental variable to include the directory where ".
-        "it resides, or add that directory to '%s' in the Phabricator ".
-        "configuration.",
+        "it resides, or add that directory to '%s' in configuration.",
         $bin,
-        'phabricator/support/bin/',
+        'support/bin/',
         'PATH',
         'environment.append-paths');
     }
@@ -194,19 +193,19 @@
 
     $message = pht(
       'Unable to determine the version number of "%s". Usually, this means '.
-      'the program changed its version format string recently and Phabricator '.
-      'does not know how to parse the new one yet, but might indicate that '.
-      'you have a very old (or broken) binary.'.
+      'the program changed its version format string recently and this '.
+      'software does not know how to parse the new one yet, but might '.
+      'indicate that you have a very old (or broken) binary.'.
       "\n\n".
       'Because we can not determine the version number, checks against '.
       'minimum and known-bad versions will be skipped, so we might fail '.
       'to detect an incompatible binary.'.
       "\n\n".
-      'You may be able to resolve this issue by updating Phabricator, since '.
-      'a newer version of Phabricator is likely to be able to parse the '.
+      'You may be able to resolve this issue by updating this server, since '.
+      'a newer version of the software is likely to be able to parse the '.
       'newer version string.'.
       "\n\n".
-      'If updating Phabricator does not fix this, you can report the issue '.
+      'If updating the software does not fix this, you can report the issue '.
       'to the upstream so we can adjust the parser.'.
       "\n\n".
       'If you are confident you have a recent version of "%s" installed and '.
diff --git a/src/applications/config/check/PhabricatorDatabaseSetupCheck.php b/src/applications/config/check/PhabricatorDatabaseSetupCheck.php
--- a/src/applications/config/check/PhabricatorDatabaseSetupCheck.php
+++ b/src/applications/config/check/PhabricatorDatabaseSetupCheck.php
@@ -35,11 +35,11 @@
         ->addPhabricatorConfig('mysql.port')
         ->addCommand(
           hsprintf(
-            '<tt>phabricator/ $</tt> ./bin/config set mysql.host %s',
+            '<tt>$</tt> ./bin/config set mysql.host %s',
             $host))
         ->addCommand(
           hsprintf(
-            '<tt>phabricator/ $</tt> ./bin/config set mysql.port %s',
+            '<tt>$</tt> ./bin/config set mysql.port %s',
             $port));
     }
 
@@ -134,7 +134,7 @@
         ->setName(pht('Setup MySQL Schema'))
         ->setMessage($message)
         ->setIsFatal(true)
-        ->addCommand(hsprintf('<tt>phabricator/ $</tt> ./bin/storage upgrade'));
+        ->addCommand(hsprintf('<tt>$</tt> ./bin/storage upgrade'));
 
       return true;
     }
@@ -160,7 +160,7 @@
         ->setIsFatal(true)
         ->setMessage($message)
         ->addCommand(
-          hsprintf('<tt>phabricator/ $</tt> ./bin/storage upgrade'));
+          hsprintf('<tt>$</tt> ./bin/storage upgrade'));
 
       return true;
     }
@@ -177,7 +177,7 @@
           'Database host "%s" is configured as a master, but is replicating '.
           'another host. This is dangerous and can mangle or destroy data. '.
           'Only replicas should be replicating. Stop replication on the '.
-          'host or reconfigure Phabricator.',
+          'host or adjust configuration.',
           $ref->getRefKey());
 
         $this->newIssue('db.master.replicating')
diff --git a/src/applications/config/check/PhabricatorElasticsearchSetupCheck.php b/src/applications/config/check/PhabricatorElasticsearchSetupCheck.php
--- a/src/applications/config/check/PhabricatorElasticsearchSetupCheck.php
+++ b/src/applications/config/check/PhabricatorElasticsearchSetupCheck.php
@@ -34,8 +34,8 @@
         } catch (Exception $ex) {
           $summary = pht('Elasticsearch is not reachable as configured.');
           $message = pht(
-            'Elasticsearch is configured (with the %s setting) but Phabricator'.
-            ' encountered an exception when trying to test the index.'.
+            'Elasticsearch is configured (with the %s setting) but an '.
+            'exception was encountered when trying to test the index.'.
             "\n\n".
             '%s',
             phutil_tag('tt', array(), 'cluster.search'),
@@ -69,7 +69,7 @@
             'Elasticsearch index exists but needs correction.');
 
           $message = pht(
-            'Either the Phabricator schema for Elasticsearch has changed '.
+            'Either the schema for Elasticsearch has changed '.
             'or Elasticsearch created the index automatically. '.
             'Use the following command to rebuild the index.');
 
diff --git a/src/applications/config/check/PhabricatorFileinfoSetupCheck.php b/src/applications/config/check/PhabricatorFileinfoSetupCheck.php
--- a/src/applications/config/check/PhabricatorFileinfoSetupCheck.php
+++ b/src/applications/config/check/PhabricatorFileinfoSetupCheck.php
@@ -10,7 +10,7 @@
     if (!extension_loaded('fileinfo')) {
       $message = pht(
         "The '%s' extension is not installed. Without '%s', ".
-        "support, Phabricator may not be able to determine the MIME types ".
+        "support, this software may not be able to determine the MIME types ".
         "of uploaded files.",
         'fileinfo',
         'fileinfo');
diff --git a/src/applications/config/check/PhabricatorGDSetupCheck.php b/src/applications/config/check/PhabricatorGDSetupCheck.php
--- a/src/applications/config/check/PhabricatorGDSetupCheck.php
+++ b/src/applications/config/check/PhabricatorGDSetupCheck.php
@@ -10,7 +10,7 @@
     if (!extension_loaded('gd')) {
       $message = pht(
         "The '%s' extension is not installed. Without '%s', support, ".
-        "Phabricator will not be able to process or resize images ".
+        "this server will not be able to process or resize images ".
         "(for example, to generate thumbnails). Install or enable '%s'.",
         'gd',
         'gd',
@@ -41,7 +41,7 @@
 
         $message = pht(
           "The '%s' extension has support for only some image types. ".
-          "Phabricator will be unable to process images of the missing ".
+          "This server will be unable to process images of the missing ".
           "types until you build '%s' with support for them. ".
           "Supported types: %s. Missing types: %s.",
           'gd',