The point of departure for this study is an incident in 2020 when a football manager testifying in a Lisbon court used the pronoun address você and was reprimanded. With the aid of corpus linguistics, we qualitatively analyse the comments (understood as metacomments) that this case generated on media outlets and social media. The main conclusion is that the sociocultural foundations of EP address are polarised and unstable based on the following: the nexus between forms of address and the expression of (im)politeness is often rejected, with concerns that a complex system of address might impede an egalitarian society; despite this, discernment remains a core facet, expressed in the concern of finding appropriate sociolinguistic rules so as to arrive at forms understood as intrinsically (im)polite. Furthermore, a binary T/V dimension does not apply to the EP system, and although a N(neutral) dimension should be added, the polarised perceptions of EP address preclude clear candidates not only for the N platform but also, to an extent, for the V dimension. Fifty years after the 1974 ‘Carnation’ Revolution that initiated the transition to democracy in Portugal, EP conceptualisations of address show that sociocultural concerns for an egalitarian society coexist with persistent concerns for hierarchy and rules.