Is Support a "Dirty" Word?

I've been thinking about the language we use in customer-facing roles, and I'm curious about your perspective.

Over the years, I've noticed organizations moving away from "support" terminology. Customer Support became Customer Success. Support Teams became Experience Teams. Help Desks transformed into Solution Centers.
Is this just rebranding, or does it signal something deeper?
Some argue that "support" implies:
- Reactive rather than proactive
- Hand-holding rather than empowering
- Fixing problems rather than driving outcomes
- A cost center rather than a revenue driver
But here's what I wonder: Are we solving a perception problem or creating one?
"Support" means ensuring everyone has what they need to succeed. In project management, supporting stakeholders is fundamental to delivery. In account management, supporting clients builds trust and partnership.
The word "support" literally means "to hold up, to strengthen, to assist."
There's dignity in that.
Maybe the issue isn't the word itself, but how we've allowed it to be diminished. Perhaps instead of running from "support," we should reclaim what it truly means: being the foundation that helps customers, teams, and organizations thrive.
I'm curious: How does your organization talk about customer-facing work? Do you avoid "support" language? Why or why not?

Would love to hear from folks in CS, CX, project management, accessibility, and beyond. What's the right language for the work we actually do?

Let's get out there and make it real!