Adobe surprised some observers recently when it gave an unusual commercial name to its Project Apollo software.

AIR, which stands for Adobe Integrated Runtime, seems an odd name but some watchers believe that the company has cunningly inverted the moniker given to the new school of applications Adobe wants to dominate - Rich Internet Applications, or RIA. However, Adobe may have been too clever as www.adobeair.com takes browsers not to the software giant but to a maker of “America’s coldest evaporative coolers”.

25 Jun 2007