A cool brand name they probably thought long and hard about before adopting it. A brand that will have resonance with the general population at the cost of alienating some developers. This is what 'crossroads between liberal arts and technology' is about; changing the pecking order in the technology business: Apple first, normal people second, developers a distant third.
Developers hate frivolous and silly names for protocols and software packages. Just look at Cocoa, Groovy, Sinatra, PubSubHubbub, and acts_as_taggable_on_steroids.
