For a long time, I agreed that the RIM parent company makes sense if their software services were being licensed out. I'm making an assumption (and I think the

For a long time, I agreed that the RIM parent company makes sense if their software services were being licensed out. I'm making an assumption (and I think the rebrand supports this) that RIM/BB has made a conscious decision to be a consumer hardware company, that is their priority, and any software services are a value-add or in support of their hardware. While this comparison is weak, it's almost like how Apple can be seen as a hardware company and the iCloud is in support of it. I do think the renaming was probably made in haste, to coincide with BB10's release