> The rebranding I’ll never understand is Fujitsu -> Socionext. I have to look it up... This is stupid. If I see a Fujitsu chip on a board, I know the brand an

> The rebranding I’ll never understand is Fujitsu -> Socionext. I have to look it up... This is stupid. If I see a Fujitsu chip on a board, I know the brand and may find it interesting. But if I see a Socionext chip, I'll think it's some random U.S. startup from California. I think there's a reason - Wikipedia says it's a joint venture of Fujitsu and Panasonic, so it makes sense for them to give it a new name, and it's common for these Japanese companies to choose a English name for global business (in the same way that NEC becomes Renesas due to the two reasons). But what a terrible name!