This is basically Microsoft's internal organizations being forced outward, and powerful marketing people attempting to either latch onto existing brands where i

This is basically Microsoft's internal organizations being forced outward, and powerful marketing people attempting to either latch onto existing brands where inappropriate (Windows, also often Office) or build new ones (Live, SQL, Visual Studio). What's happened now is that there's finally someone sensible with enough pull to get these back in line- Sinofsky. Core services for Microsoft are getting the Microsoft brand (Microsoft Account), and the unnecessary 'Windows' prefix is going away. It's just mail now. (Thank you very much Apple for initiating this trend).