This is how my Dad feels after designing switches for smartphones. He's always proud to say that there's likely a piece of technology in your hand that he's designed, but he also hates phones.
I work in automotive manufacturing, but am very anti-car. similar idea.
yes, your big ass bronco has parts on it that were put together by tooling I designed. and I think you're an asshole for driving it around the city after dark, with your giant box blocking my vision, blind spots blocking yours, and LED headlights blinding everybody
It's on the chips. It's similar to a data switch, but on a waaaaaaay smaller scale. If you have an Android device, it's in there.
We've argued about this a lot. He doesn't like to call them that.
I have half of an idea as to what I'm talking about, I am NOT an electrical engineer.
The term "electronic switch" is so old. He doesn't like to use it anymore. Saying "data" helps specify what you're talking about, but it's a misnomer because the switch may serve another function. It's a whole thing, man.
They actually move bits of data in and out of the CPU/ram once per 'tick' of the system-wide clock, which is usually ticking in the GHz range.
Software will handle decisions on what bits/bytes to move where, the registers are where data is electronically modified, the shifters actually move the bytes in and out.
But I'd guess his dad would've simply said "ram" or "memory", something everyone is at least mildly familiar with, vs the more specific phrasing, "similar to a data switch but on a way smaller scale".