To understand human nature, I focus on human language and what it can reveal about how we think. Unlike other animals, humans can communicate an infinite number of thoughts through language. And one reason that language is powerful is because we can use each of our words flexibly, with several different meanings.
You have to think with your users, with your customers, what is your actual relationship? Are they your gods? Are they your guests? Are they a nuisance to you? Because you know where the power is.