Those names assume a decent amount of technical understanding. A lot of times the people who will end up paying big bucks for these services don't know what tra

Those names assume a decent amount of technical understanding. A lot of times the people who will end up paying big bucks for these services don't know what transactional E-mail is, so calling it SES or Amazon Transaction E-mail wouldn't make a difference. So, they go with a "cool" name.