d1cf9e77_erience_in_ArnoLand__July_2009__Yes_but___
[Heuristic] Match between system and the real world [Justification (From Nielsen)] The system should speak the users' language, with words, phrases and concepts familiar to the user, rather than system-oriented terms. Follow real-world conventions, making information appear in a natural and logical order. [Yes but...] 
Unless the purpose of the site is teaching the user a domain, or new task. An example would be Google Ad Words, where a novice user does need to learn some basic Advertising terminology or the advanced features will be lost on them.
User Experience in ArnoLand: July 2009
Yes but...