Genius, in my opinion. Naming their products on such a broad term effectively establishes them as the "category killer" -- a competitor will never be able to f

Genius, in my opinion. Naming their products on such a broad term effectively establishes them as the "category killer" -- a competitor will never be able to find a name that's more effective[1]. [1]: http://www.igorinternational.com/process/silk-naming-consumer-products.php http://www.igorinternational.com/process/silk-naming-consume...