When logged in, I see my username in the upper right. When I hover over it, it reveals a menu system. As a person viewing the website, using the word "Your" in there just distances the user from connecting with the site. "Your" means nothing to them. "Your News Feed" or Your Alerts" or "Your Content" is completely backwards. Should all be "My News Feed", "My Alerts", "My Content". I bet we (as individual users) can change this manually, but seems like by default, it should be switched. I'll look and see if I see other stuff like that and will post it here.