Etching Echo

Well, the name for the initiative led by Sam Ruby to create a new syndication format from scratch is … [drumrolll] … Echo!  Looks like they are going to use it as a brand of sort: Echo API, Echo Enabled, etc.  I proposed Wide Open Syndication (WOS-Up!) last night, but most people wanted to go with Echo.  Yeah, people will have a lot of fun Googling with 'Echo' as keyword, but then it is a sign of child-like innocence that I like so much in engineers.