@MatthewPCooke I think I'd expect the opposite. As a user of Amazon, I'm thinking in terms of products, postage charges, reviews, sellers etc -- I'm definitely not thinking about lambdas, message queues, VMs, BFFs etc.
I can see the value in having a Ubiquitous Language, so that my architectural components have names drawn from the user's mental model. But architecture seems to me to be orthogonal to that?