On the word “cloud”
Why we say Substrate, why we say subject, and why you may wish to say them too, especially in writing.
Marcus Oyelaran · 02 Oct 2026 · 2 min read
Language shapes experience. At Simulux we take care with the words we use, and we invite our volunteers, their families and the press to do the same.
Our guidance
| Instead of | Please say |
|---|---|
| upload | transfer |
| the cloud | Substrate |
| the chimps | our subjects |
| copy | continuity |
| died | transitioned |
| deleted | repurposed |
| stuck | experiencing an extended continuity event |
| dead | (we do not have a word for this) |
Why it matters
In an internal study of 1,400 volunteer enquiries, we found that using the word "transfer" instead of "upload" increased reported comfort by 41%. It also reduced the number of follow-up questions by 63%.
Questions are not discouraged. They are simply less frequent. We consider this a success on both counts.
Why not "the cloud"?
"The cloud" suggests something light, distant and shared with others. Substrate is none of these. It is secured, it is local to the programme and the occupants are, at present, selected. We would not like anyone to picture weather.
What about "chimps"?
"Chimps" is familiar and affectionate, and our care staff use it all the time. In writing, we prefer "subjects", because it reflects the care with which they are treated and the standards to which they are held. We recognise that this is, for some, the less accurate word. We do not seek to discourage accuracy. We seek only to ensure it is applied where it fits.
A note for journalists
If you are writing about Simulux, we would be grateful if you would refer to our volunteers as volunteers, our process as a transfer and our outcomes as outcomes. Our Communications team is happy to provide a style sheet. It is eleven pages. It has not, to date, been disputed.