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.