Obviously they hope to help you 'belong' as a "member" (of a family, of a workforce, of a team, of the community), but the introductory page on their website emphasizes 'the importance of the belongings we hold onto.'
That page is linked through 'the main words' below (where you can dig a little deeper to see which meaning of 'belonging' they're talking-about); but What's important here is 'the meaning of those words'--words that make sense because they're connected to other words you know better, built on an even-deeper source ... something crucial that firms the foundation upon which our lexicon stands ...
The word “Member” is built on ancient words that mean Flesh, Meat (or Membrane, |Thigh (the Fleshy Part) ... originally referring to Parts of a Body, later applied to Individuals Belonging to a Group). #Member #FamilyMember #ClubMember #Members #MembersOnly #Membership #MemberBenefits #CardCarryingMember #TeamMember #NonMember #Membral
The word "Property" is built on ancient words that mean Special Character (Ownership, Quality, #Propriety, |Proper). #Proprietary #Proprietor #Propertied #HotProperty
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I appreciate your comment, and I'll probably approve it & publish it soon (give me about a week before you try to post it again when it doesn't publish immediately ... thanks)