Why “friendly” in friendly utilitarianism?

I believe Utilitarianism and related theories or communities have a reputation of coldness, righteousness, and unapproachability (perhaps that’s more a trait of philosophy generally than of utilitarianism specifically). By putting “friendly” in the name, it makes approachability and humility core to the concept.

Adding “friendly” also serves to indicate that this is different than traditional utilitarianism, and allows us to refer to different ideas more easily.

This also allows us to use intentionally ambiguous naming to avoid restricting growing or uncertain ideas.

Possible that Modest Utilitarianism is a good alternative name, I’ll add it as an alias for friendly utilitarianism.