Sneak prides himself on being one of the sternest critics of the overpaid brand consultants who invent pseudo-meaningful new words for product names. Yet where were these identity groomers when the moniker for the new, faster version of the Bluetooth short-range wireless standard was conceived? Enhanced Data Rate Bluetooth doesn't exactly sprint off the tongue. Sneak feels the Bluetooth overlords could have cooked up something with a bit more bite, and a little more suggestive of high speed. Why not Blurtooth, for example? Or, Blueshift? Or even, for heaven's sake, Bluetooth Turbo? Then again, given the increased potential for device conflicts, maybe Gnashtooth would be a better bet.

09 Jun 2004