I agree. I've always seen 'users' as simply a term for 'people who use my software'.

It's a bit like when a local airline here once spent millions in branding research, and started calling their passengers 'customers'. It was really odd to be sitting at the airport and hear the call "XYZ Airline would like to advise all customers on flight 123 that their aircraft is ready for boarding through gate 6"...

I always think of the term 'passenger' in more romantic terms, whereas 'customer' seems more mundane. FWIW, the airline seems to have dropped that branding now, and have reverted to calling their, ahem, passengers as 'passengers'.