I have to say I disagree with the author's value assertion. It may true that people do treat computer interfaces in a social way, but whether this is useful (for many difference definitions of useful) is clearly open to debate. I wrote a paper about this a few years ago that pins the popularity of the idea of the computer as interactive artifact on Lucy Suchman and her work Plans and Situated Actions. The relevant paragraph is here: http://peermore.com/astool.html#nid21T (take off the fragment for the whole paper).
If we're actually having some kind of debate about how to signifiy in an interface I'd probably choose "profile" and forego "my" and "your" as they imply a relationship that does not exist and a facility in the interface that is not possible.
Given that most people aren't actually concerned about that and just want their stuff to be "nice" or "friendly" I'd pick one of "your" or "my", whichever fit in the grammar of the rest of the system, and be consistent.
If we're actually having some kind of debate about how to signifiy in an interface I'd probably choose "profile" and forego "my" and "your" as they imply a relationship that does not exist and a facility in the interface that is not possible.
Given that most people aren't actually concerned about that and just want their stuff to be "nice" or "friendly" I'd pick one of "your" or "my", whichever fit in the grammar of the rest of the system, and be consistent.