This totally relates to your gist from a few months ago about using bricolage to let users identify with / reclaim ownership over highly engineered products.
I've certainly felt this pressure with Branch, although I didn't realize it until I connected the dots while reading Choire's post. We put a lot of emphasis on quality, and we also try to build that into the product as much as possible rather than trying to enforce it top-down. But we also realized after hearing lots of phrases like "That's a good point." and words like "remark" that we have to be delicate about it — else users start feeling like they have to "live up" to the service. Ultimately, their voices matter more than our agenda for the product.
What's Branch's bricolage?