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Yes, it started from this terminology change at Twitter in 2020. They’re the reason that version control systems call the primary branch ‘main’ instead of ‘master’ by default, because ‘master’ comes from the master/slave terminology that is used in electronics hardware design.
There’s a comment here saying that master/slave in hardware design is being replaced by primary/secondary because of the software trend, which I think is stupid. Master/slave works much better in that context because the master device controls the slave device. Primary/secondary implies that the slave device is a fallback of the master device.
“Suddenly”? This has been happening for a long time. If you click on outbound links from built-in Windows apps, they used to always open in Edge unless you used a tool named EdgeDeflector to redirect them to your preferred browser. In 2021, they killed EdgeDeflector by making it impossible to redirect links with the
microsoft-edge://
protocol baked in, even if you go deep into the registry settings to change this. They will eventually do this to Outlook and Teams too and get away with it, just like they got away with restricting EdgeDeflector.