Nik Fletcher:

One example of what we call “White Lies” is found in Analog. When the user shares a photo to an online service, we obviously have to prepare the image that’ll be uploaded. But given that Analog is a very consumer-focused app, we questioned the need to say “Exporting Image” – for the target audience we felt this was an implementation detail that didn’t need to be disclosed. Instead, we simply say “Uploading”, and once we start the actual upload, the progress bar appears.