Life would be so much simpler if everything had a clear and unambiguous name, but I fear it will never happen. Even with a Steve Jones, you have to set the context to get the right one: with SQL Server it means a cool dude running one of the best forum sites, but in a pub it means someone else, a friend from another part of town.

The effect on us of the Blue on Blue hits we get with the marketing folk and SQL Server are as nothing compared to the tidal wave of techno-babble that 'normal' people (anyone outside of the computing industry) gets from us. As the marketing folk might say, it is a zingy exciting part of making our work interesting.