When referring to a third person, honorifics are used except when referring to one's family members while talking to a non-family member, or when referring to a member of one's company while talking to a customer or someone from another company—this is the uchi–soto (in-group / out group) distinction. Honorifics are not used to refer to oneself, except when trying to be arrogant ("ore-sama"), to be cute ("-chan"), or sometimes when talking to young children to teach them how to address the speaker.