In true Scrum things in the backlog are not called "Issues". The team wants to call them what they really are "Product Backlog Items". Is there a way to rename "Issue" (which has a negative conotation) to something else like "Item" or "Backlog Item"?
Yes, the language Atlassian have used is quite vague and neutral because Jira does a lot more than just hardcore development work. It can be changed:
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