refactor: apply iexec tone of voice, targeted audience, no marketing fluff

Author: chainsona

src/build-iapp/guides/build-&-deploy.md

@@ -7,8 +7,8 @@ description:
 # Create and Deploy an iApp
 
 iApps (iExec Applications) are decentralized applications that run on the iExec
-network. They leverage confidential computing to ensure data privacy and
-security while providing scalable off-chain computation.
+network. They use confidential computing to ensure data privacy and security
+while providing scalable off-chain computation.
 
 ## About iApp Generator
 

src/build-iapp/iapp-generator.md

@@ -8,18 +8,14 @@ description:
 
 # 🤖 iApp Generator
 
-**Build privacy-first applications that run in secure TEE environments.** iApp
-Generator is your complete Privacy Plug & Play toolkit for creating, testing,
-and deploying reusable confidential iApps on the iExec network.
-
-Transform your ideas into production-ready, composable privacy-preserving
-applications in minutes, not months.
+**Here's the tool, what it does, and how to use it.** iApp Generator is a CLI
+that builds applications running inside TEEs. You write code, we handle the
+confidential computing setup.
 
 ## What is iApp Generator?
 
-**iApp Generator** is a CLI tool that simplifies building **iExec Applications
-(iApps)** - applications that run inside **Trusted Execution Environments
-(TEE)** for maximum privacy and security.
+**iApp Generator** builds confidential applications. Your code runs in Intel
+SGX/TDX secure enclaves where data stays private during processing.
 
 ### What you Can Build
 
@@ -28,12 +24,12 @@ applications in minutes, not months.
 - **Custom algorithms** with confidential inputs and outputs
 - **Privacy-preserving services** for Web3 applications
 
-### What iApp Generator Provides
+### What you get
 
-- ✅ **Project scaffolding** - Complete iApp structure ready to deploy
-- ✅ **Local testing** - Debug and iterate quickly in simulation mode
-- ✅ **One-click deployment** - Deploy to TEE workers with a single command
-- ✅ **Input/output handling** - Seamless integration with protected data
+- **Project scaffolding** - Complete setup, ready to deploy
+- **Local testing** - Debug in simulation mode before going live
+- **Simple deployment** - One command deploys to TEE workers
+- **Data integration** - Works with encrypted datasets out of the box
 
 ## Quick Start Path
 
@@ -72,25 +68,25 @@ Ready for production? Dive into specialized topics:
 
 ## Why Choose iApp Generator?
 
-### 🔒 **Privacy by Design**
+### Privacy without infrastructure overhead
 
-Your applications run in hardware-secured enclaves where even the infrastructure
-provider can't access your data or code.
+Your code runs in Intel SGX/TDX enclaves. Even the worker running your app can't
+see what's happening inside.
 
-### ⚡ **Developer-Friendly**
+### You build, we handle the TEE complexity
 
-Focus on your application logic while iApp Generator handles the complex TEE
-setup, deployment, and execution infrastructure.
+Write normal application code. iApp Generator handles secure deployment, worker
+coordination, and result encryption.
 
-### 🌍 **Decentralized Infrastructure**
+### Runs everywhere TEEs exist
 
-Deploy on a global network of TEE-enabled workers without managing servers or
-cloud infrastructure.
+Deploy across Intel-enabled workers globally. No server management, no cloud
+provider lock-in.
 
-### 🔧 **Complete Privacy Toolkit**
+### Complete toolkit
 
-From local development to production deployment, all Privacy Plug & Play tools
-are included in one activable CLI toolkit.
+Development, testing, deployment, and execution - everything included in one
+CLI.
 
 ## Ready to Build?
 

src/build-iapp/iapp-generator/deserializer.md

@@ -15,8 +15,8 @@ schema.
 
 To simplify this process, you can use our lightweight utility package,
 `@iexec/dataprotector-deserializer`, in your iApp. This package streamlines the
-deserialization of protected data, making it easy for you to access and utilize
-the information securely.
+deserialization of protected data, making it easy for you to access and use the
+information securely.
 
 ## Overview
 

src/build-iapp/what-is-iapp.md

@@ -5,16 +5,16 @@ description: Privacy-first applications that run on decentralized infrastructure
 
 # 🚀 What is an iApp?
 
-An iExec Application (iApp) brings Privacy Plug & Play to your regular
-application code (Python script, AI model, data processor, ...) enabling it to
-securely process protected data (created by
-[DataProtector](/manage-data/dataProtector)) inside a confidential computing
-environment called TEE (a Trusted Execution Environment).
+An iExec Application (iApp) brings Turnkey Privacy to your regular application
+code (Python script, AI model, data processor, ...) enabling it to securely
+process protected data (created by [DataProtector](/manage-data/dataProtector))
+inside a confidential computing environment called TEE (a Trusted Execution
+Environment).
 
 ## Why iApps Matter ?
 
-iApps provide Privacy Plug & Play capabilities that let you process sensitive
-data while keeping it private and secure.
+iApps provide Turnkey Privacy capabilities that let you process sensitive data
+while keeping it private and secure.
 
 Imagine you want to build:
 
@@ -40,7 +40,7 @@ Imagine you want to build:
 </div>
 
 Users have this data, but they won't trust your regular app with it. **With
-Privacy Plug & Play iApps, they will.**
+Turnkey Privacy iApps, they will.**
 
 **You gain their trust. They gain their privacy. Everyone wins.**
 

src/index.md

@@ -3,10 +3,10 @@
 layout: home
 
 hero:
-  name: 'Privacy Plug'
+  name: 'Privacy Made Easy'
   tagline:
     'Build decentralized applications that combine governance, privacy, and
-    monetization with plug-and-play privacy tools.'
+    monetization.'
   actions:
     - theme: brand
       text: Get Started
@@ -23,20 +23,20 @@ features:
   - icon: 🔐
     title: Protect & Manage Data
     details:
-      Secure your data with plug-and-play encryption and access controls while
-      maintaining privacy using DataProtector
+      DataProtector encrypts and controls access to your sensitive data.
+      Ready-to-use privacy toolkit for developers.
     link: /manage-data/what-is-protected-data
   - icon: 🤖
     title: Build iApps
     details:
-      Create decentralized privacy-first applications with plug-and-play
-      confidential computing using our iApp Generator
+      iApp Generator creates confidential applications that run in secure TEEs.
+      Custom confidentiality integration without managing infrastructure.
     link: /build-iapp/what-is-iapp
   - icon: ⚡
     title: Use iApps
     details:
-      Execute existing iApps including Web3Mail, Web3Telegram for your
-      applications
+      Execute privacy-preserving apps like Web3Mail and Web3Telegram. Use what
+      others built, extend what you need.
     link: /use-iapp/introduction
   - icon: 💰
     title: Monetize Data

src/manage-data/dataProtector/getting-started.md

@@ -7,15 +7,15 @@ description: DataProtector getting started
 
 [![GitHub package.json version (branch)](https://img.shields.io/badge/npm-2.0.0--beta-green)](https://www.npmjs.com/package/@iexec/dataprotector)
 
-**Experience Privacy Plug & Play data protection** in minutes. DataProtector
-makes it simple to encrypt, control, and monetize your sensitive data while
+**Experience Turnkey Privacy data protection** in minutes. DataProtector makes
+it simple to encrypt, control, and monetize your sensitive data while
 maintaining complete ownership and privacy.
 
 ## Overview
 
-DataProtector brings **Privacy Plug & Play** to data management. Instead of
-complex encryption schemes and access control systems, you get simple, powerful
-tools that **protect your data while unlocking its value**.
+DataProtector brings **Turnkey Privacy** to data management. Instead of complex
+encryption schemes and access control systems, you get simple, powerful tools
+that **protect your data while unlocking its value**.
 
 ### Prerequisites
 

src/manage-data/what-is-protected-data.md

@@ -6,7 +6,7 @@ description: Understanding iExec's data protection mechanisms
 # ❓ What is Protected Data?
 
 Protected Data refers to any data encrypted using the **iExec Data Protector
-tool**. This Privacy Plug & Play encryption solution enables users to protect,
+tool**. This Turnkey Privacy encryption solution enables users to protect,
 manage and monetize their data within the Web3 ecosystem effortlessly.
 
 <div class="bg-gradient-to-r from-purple-400/10 to-purple-400/5 rounded-[6px] p-6 border-l-4 border-fuchsia-700 mb-6">

src/overview/develop-with-ai.md

@@ -1,8 +1,8 @@
 ---
 title: Develop with AI
 description:
-  Learn how to leverage AI tools like Vibe Coding and Context7 to build
-  privacy-first applications with iExec
+  Learn how to use AI tools like Vibe Coding and Context7 to build privacy-first
+  applications with iExec
 ---
 
 # 🤖 Develop with AI

src/overview/helloWorld/1-overview.md

@@ -66,7 +66,7 @@ description:
 
 ## 👷 How do we Solve it?
 
-Unlike traditional security solutions, iExec protects your data throughout its
+Unlike traditional security tools, iExec protects your data throughout its
 entire lifecycle, during storage, transfer, and even while **being processed by
 applications.**
 
@@ -128,8 +128,8 @@ applications:
 
 ### 1. Meet Bob: the dApp Developer 👨‍💻
 
-Bob is building a decentralized application that leverages iExec's technology.
-His platform consists of:
+Bob is building a decentralized application that uses iExec's technology. His
+platform consists of:
 
 - A user-friendly interface for users.
 - A DataProtector SDK that's easy to integrate into any application.

src/overview/helloWorld/2-protectData.md

@@ -30,7 +30,7 @@ their dApps with these key features:
 
 - 🔐 **Data Privacy and Security**
 
-  Utilizes end-to-end encryption and decentralized storage
+  Uses end-to-end encryption and decentralized storage
   (<a href="https://ipfs.tech/" target="_blank">IPFS</a> or
   <a href="https://ar.io/" target="_blank">AR.io</a>) to ensure protection and
   confidentiality, leveraging advanced confidential computing technology.