I know the strategy works, but I find the wording disappointing because it already exists in the film and photo industries for making people look sexier, which confuses the issue and may make those you ask uncomfortable.

Most people who have heard of co-working spaces know about that term, however. The notion of keeping company with someone who is doing their own work but is not involved with yours and yet brings you the camaraderie has an existing term. I'm not sure whose idea this was or why no one mentioned this issue to them.