weirdly equivalent, in a way that regularly warps my brain (opens in new tab)

File under “things you sort of always knew, but only properly realised recently”: the copy on business websites, and particularly on those of businesses that are a vehicle for one or two freelances looking to navigate the high seas of corporate commerce, are written in what we might call the aspirational present tense. When they say “we help X with Y”, what they mean is “we are hoping to help X with Y”–or, more accurately still, “we would like X to trust that we can make a good job of Y”.