But oh man is it infuriating when the Pebble shows me a spam message, for some reason it evokes hate against the spamming company to a much larger the degree than it does on my phone. I'm much more selective about what app can have notification on the Pebble. It's strange, the smartwatch just feel closer to me and it feels like people mess with me when "they use it" to disturb me for useless things.
Sorry, not really a point in this comment but it felt significant to the point of the website.
Use the singular 'they' instead. If you find that too grammatically egregious to be borne (as I do), alternate masculine and feminine pronouns (as I do). Or default to the feminine pronoun except when speaking specifically of someone male. Or default to the grammatical, if presently unfashionable, collective use of masculine pronouns. Just, seriously, do something that doesn't entail referring to a human as 'it'.
I get that objectification and dehumanization have been and continue to be huge problems, I just don't see an issue here. If you're talking about a specific person, it's weird and possibly offensive, but that's not the case here.