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Because marketers' live to mystify. It gives the impression they're doing
something other than buying furniture for their offices and padding their
expense accounts :)
I think it was just something they did while they were simplifying allthe
names in the numerous other products mentioned in the announcement.
It looks like the bulk of the "simplification" of those other product
names came from removing the bulky phrase "for Linux, Unix, and
Windows". They got rid of some trademark symbols. A couple of the
names actually got longer.
Db2 is not any simpler than DB2, though the former does *render*
slightly shorter (narrower) in proportional fonts.
Another thing that confuses me is why they chose the phrasing they did
when they said "The dashDB™ family will now be renamed to Db2 and DB2®
will now be referred to as Db2".
It's awkward and unnecessarily wordy. Why not "dashDB and DB2 will now
be merged under the Db2 brand" or "dashDB and DB2 will now both be
named Db2" or something along those lines? What's the distinction they
are trying to preserve by saying one is being "renamed" while the
other is being "referred to as something other than what it was"?
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