The copywriter is the person who writes UI text in most disrespectful and condescending way possible, and makes it seem like the computer, or the browser, is a human or a group of humans, and as if the browser or the computer has a conversation with you.
Examples from settings:
The copywriter wrote:
Import browser data
Bring your bookmarks, passwords, history, extensions and autofill data from another browser.
It would normally have been something like this:
Import browser user profile
Import bookmarks, passwords, history, extensions and autofill data.
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The copywriter wrote:
Backup
Automatically protect your bookmarks, history and other data
It would normally have been something like this:
Backup browser profile
Including bookmarks, history and extensions and autofill data
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The copywriter wrote (with an icon):
Firefox is your default browser. Good choice
It would normally have been something like this (without the icon):
Firefox is already the default browser on this computer.
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From the new private tab page:
The copywriter wrote:
You’re off the record
We’ll erase every search and sign-in when you close all your Private Windows.
Firefox’s built-in protections are on here too, like blocking trackers.
It would normally have been something like this:
Private Window
Browsing history and cookies will be deleted when all private windows are closed.
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The copywriter wrote:
Closing all your private windows deletes your cookies, history and site data.
It would normally have been something like this:
Closing all private windows deletes cookies, history and site data.
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*moderated*