I ride an train horses for the public , Im not partial to the term cowboy even though i've rodeo'd because it usually has a preconceived notion that comes along with it.
I prefer horseman because its a term that brings thought with it , its not somthing most folks say or even think about so theres no stereotypes.
Its definetly not just a PA thing , its an anyone who works with horses in a kind an knowing manner.
=)