Why People Defend Their Titles

Duolingo announced changing their job titles from UX Design to Product Experience Design and created a 2013-Twitter-era dust up so Richard and Joe chime in with their thoughts. We discuss the purpose of job titles, the way identity effs with you, and to bring it back to sales in a meta way we ask what's more important? That you achieve your objective? Or that you're properly credited and acknowledged, and THEN achieve your objective?