[thesuitonym]

It seems to be something all large software companies struggle with. The product team comes up with some cool or interesting thing, gives it a decent name, then some marketing manager trying to justify their position decides everything needs to be rebranded under the same umbrella, and a wave of product renames gets started, but never fully finished. Then, two to three years later, some marketing manager needs to justify their position again, and so decides to rebrand everything under a new name, even though the last name change hasn't even been fully finished yet.

[travisgriggs]

This in a nutshell.

What I’ve seen, is that when consensus can’t quickly be reached among different naming factions, someone will say “well our customers know and love Brand Word XYZ, let’s just bolt a qualifier on that and win for us!”