Great article.

My/Your can be overused too. For example, “My Account” on its own is fine, but if you have an account area where every single subsection is called “My…” eg “My Details”, “My Order History”, “My Preferences” etc, I think any tone of voice advantages get lost.

Also, for accessibility, it can be annoying for screen reader users to have to listen to “My/Your” before the word they’re actually listening out for.