Since when did using the word 'self' become a problem? Is it a reaction to the increasing falseness of the 'self' we present online (e.g. our filtered selfies)? Is it a resistance to being a 'tall poppy' (e.g. being overly self-confident)? Perhaps it is seen as the cause of the increasing disconnect we experience as a community (e.g. being self-absorbed)? There are many ways that view the 'self' and how our language can change how we feel about words simply by adding 'self'.