Answer? A LOT!
Terminology can determine perception, action, and outcome. I've long held a bias against the terms "shark attack". And, I've always felt that sharks do not target people, therefore to label encounters that end in a bite as attacks is misleading.
Seems I'm not alone. This author feels the same. I hope his efforts make a difference, because it IS time to change the statistical and labeling systems. Will the University of Florida take notice and change the name of its 'Shark Attack' files? Hope so!
(Aside: When I was asked to offer comments/changes to the text of the upcoming Field Guide to Fishes of Chesapeake Bay, I asked that "shark attacks" be changed to "shark-related incidents." The authors agreed :)