When I need to be more discreet than "Master," I call him "Husse," like when I'm on the phone with him and others are around (or when I'm just feeling more cuddly and icky-in-love). People assume it's a cute Swedish term of endearment, but it's what a Swedish puppy would call their male Owner if it could talk. (How cute that they have a word for that, right?! Like when we say to our puppies, "Come to Daddy/Mommy...")