This article considers the changed fortunes of teachers in 2023. It asks, 'how did we arrive at a culture of efficiency, effectiveness and delivery accountability -- a culture which scares away our teachers?'. The thinking and language of Heidegger shows the power of language in asserting dominance and changing cultures. The architect of Thatcherism and Blairism -- the economist Friedrich Hayek -- is introduced to clarify how we got here and why, finding the shared language of education destructed (as Heidegger might say) and colonised in favour of power and the advantaged, while remaining deliberately ignorant of the powerless. This article questions the way we speak about education. Words are powerful; they recruit us to causes. Teachers and their communities can avoid the words of marketisation, avoid being recruited and turn the tide with the language of educational professionalism.