what is in a name?

If I asked you what "BPOS" stood for, what would you answer?

My first answer is a Big POS.

Google’s first answer however is the right one, Microsoft’s Business Productivity Online Suite.

It is a little thing but I just don’t understand how we pick names like that.

Online Productivity Suite (OPS) or Microsoft (MOPS) are all better in English and in acronym than that BPoS.

Or maybe its just me. I wasnt fond of "Bing" or "squirting" or "Live". I guess I just dont think like my company's outbound marketeers do.