The author is asking for the use of the term "creamy" in reference to mechanical keyboards, which he finds particularly offensive due to online keyboard discourse. He argues that the term is often misunderstood and makes it more difficult to convey the tactile sensations and sounds of each type of keyboard switches. The author points out that brands like Keychronchronchronick and Royal Kludge have taken the term 'creamy' as a catchphrase and have taken it as a reference to their keyboards. However, he argues that it's not my place to police what people on the internet choose to call their keyboards, but companies like Key chronchronick are using it as an excuse for branding themselves as “creamy” as a buzzword.