Ok, I'm glad that BitShares Exchange is getting a resounding '+5%'
I would go as far to say that we should
never refer to the application as 'wallet' ever again. If you need a generic term, you can use 'client'.
So for example, you can say,
"Within the client, you can..."
"Download the client"
"The new client version is out!"
"The desktop client has the benefit of higher security, while the web client has the benefits of accessibility and speed"
Additionally, you can replace the term 'address' with 'account'. These changes may seem small, but if we are all consistent about it,
it will set our product apart from our competition. It will be hard to break the habits, but it will be way worth it.