Gregory's ServerHot take: The word "people" at some point sparked that term "sheeple" for framing. Some insist on being "users" ("I'm not a dev, just a user, don't want to be bothered!"), and some act derogatory on the other end. Yes, and both use any language to communicate that.
Think of "_people_ _using_ the platform/network" - good or bad?
I'm sorry. I see the problem more in the mindset rather than in the language.