I have a couple issues with what you're saying. First, there's a long history of name appropriation about which I'm quite certain you've never raised any conce

I have a couple issues with what you're saying. First, there's a long history of name appropriation about which I'm quite certain you've never raised any concerns. For example: this site's domain name, which represents the appropriation of an important bit of CS terminology by a for-profit concern which isn't in any way related to that bit of terminology. Where is your outrage toward PG? And I'm glad you chose 37Signals as an example further on in your post, because they recently launched a search-oriented (helping designers and clients find each other) service named "Haystack". A friend of mine was already maintaining a somewhat-popular (in its niche) search framework for Python web apps called... Haystack. Guess how many people are standing up and denouncing 37Signals as the Big Bad Evil Destroyer? You didn't, so far as I'm aware. So it seems somewhat hypocritical, or at the very least arbitrary, to single out Google for the treatment you're advocating while overlooking numerous other examples of the same thing happening. And this leads into my second concern: I don't really see how someone can stake a permanent claim to a name in a field based on not much more than a niche/hobby project. If "Go!" had been more heavily marketed or more widely disseminated (or even maintained; it seems to have basically died as a project), I'd be more inclined to sympathy, but the simple fact is that it wasn't: until the past couple of days, it had spent its entire existence shrouded in obscurity, and to my mind that's nowhere near enough to begin dictating the use of the name to anyone.