At a previous employer, I saw several cool-ish open source projects instantly doomed to obscurity by picking a name that either completely duplicated the name of an existing OSS project or were guaranteed to have terrible SEO for another reason.
However, Microsoft seems to have a unique crossover of fragmented business units and centralized marketing. That's why you end up with Azure -> Subproject -> Actual Product/Service word soup. Perviously, they did this with the Windows Live brand from 2005-2012, and "Xbox" for a wide range of gaming projects (many of which were on PC).
Well said. I haven't seen any company as terrible as Microsoft at naming things. Anyone know why?