Re: I think they're onto something here.

Completely disagree with you, I'm sorry.

MSFT are now a true non-innovator and inherent of all that is 'shared' cool and 'open' in its branding. The fact that the terms 'Windows....' or 'MS...' does not precede the re-branding points sharply to how Redmond's right-on techs are trying to ape the open community monikers.

T'was a time when the company aggressively defined a product as 'MS'-somethingorother, then a year to go with it. MSFT SQL server is a fine product (one of the few they have) and it's brand in the cloud WILL be lost - but the company has to live with that and get out of the 'box-marketing' mind-set.

The cloud is about services, not products and then about services that folks want to use - Azure as a SQL-aaS never really took off because of complexity and restrictive platforming - what will change this time around?