Looking at it from a developer perspective, I guess, it can be quite important to quickly understand what role we’re talking about. Roles would usually not only refer to a more basic set of different reasons why someone might want to use the product, but also more specifically to different permissions or access to different functionality.
But again, early in product development that would be more limiting then helpful. At that point we still want to get a feeling for who might want to use the application and why, and resist of giving them a fixed label to early.
Regarding goals I think this is a matter of definitions. With my client, before going down to the level of writing down user stories, Is always used to focus on ‘goals’ as a description of intrinsic motivation: Who might want to use the product, and for what benefit (or to solve what kind of problem).
Still, you’re right. Goal might easily be misunderstood as something fix and determined, something as simple as “In order to post something to all of my followers”. It should however be more understood as something like “I want to get as much feedback as possible to my ideas”. Otherwise we would be limiting ourselves quite early to one very specific idea of what that goal is.
Keeping it emotional definitely sounds like good advise.