Cognito means known, recognized, identified; contrast with incognito. Is that really such a terrible, horrible, no good name for a service that verifies user id

Cognito means known, recognized, identified; contrast with incognito. Is that really such a terrible, horrible, no good name for a service that verifies user identities and manages user profile data? It's a shame Amazon can't afford to hire a marketing genius like you, but I think they're doing the best they can with the idiots they have to work with.