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I came here just to confirm that someone would complain about the name.

Surely it's because it looks like a flux capacitor. Seems reasonable to me.

The GP might be referring to the fact that Facebook also has a project called Flux [1].

Agreed, considering how new and trendy Flux is ... that is a weird name usage.

Correct. Compare the image at the top of the article (http://3.bp.blogspot.com/-1UN25h8GKVw/VgxffFjqvUI/AAAAAAAAAQ...) to http://electroshadow.com/wp-content/uploads/2011/01/FluxCapa...

Isn't that mostly an accident of the current data center infrastructure and subject to change? If they had waited until, say, EU-East-1 or Asia-East-1 came along they might as well have called it Switzerland.

They should have called it Uterus.

Especially since Netflix is using React pretty heavily- they must know that there's a conflict.

React is tangible and an actual product; FB's flux is a cute name for a very fuzzy concept.

Well, Flux is a library as well, and it's pretty well understood. Not sure what's fuzzy about it.