There’s something inexplicably pitiful about a company as dominating as Microsoft being completely unable to make up its collective mind on branding.

What this unexpected name change says is the company doesn’t even trust its own decision making.

Microsoft lacks a collective confidence and decisive leadership that stands by things as important as marketing and branding decisions.  Do you think Steve J really cares about all the humor regarding the iPad name?

Yes he does.  All the way to the bank.