# Prof. Arun Sundararajan on TaskRabbit's new nomenclature for its users

1 Faculty News July 10, 2014 ![San Francisco Chronicle logo](/sites/default/files/styles/246w/public/assets/images/con_030853.jpg?itok=5J96iBF2)>

Excerpt from [San Francisco Chronicle](http://www.sfgate.com/business/article/TaskRabbit-revamp-designed-to-make-firm-more-5611649.php) -- "[Arun Sundararajan](http://www.stern.nyu.edu/faculty/bio/arun-sundararajan), a New York University business professor who specializes in changes wrought by digital technology, said the new nomenclature makes sense. 'My impression is they don't want to be thought of as a site for generic menial labor, and want to communicate that you can find skilled people on TaskRabbit,' he said. 'The word "rabbit" doesn't conjure up highly skilled workers; it may have hurt them because they're not leveraging the pool of talent they have painstakingly acquired.'"

[Read more](http://www.sfgate.com/business/article/TaskRabbit-revamp-designed-to-make-firm-more-5611649.php)