It seems like IBM is using the Watson name to re-brand itself in an attempt to turn their business around. So that "using Watson" is now synonymous with "hiring IBM consultants".

Ten years ago this headline would have read, "Pentagon hires IBM to help optimize procurement". But the Watson brand has become popular with the media, in large part due to the exposure from the Jeopardy exhibition (which is seeming like a better and better investment in terms of marketing returns). I'm not sure if the re-branding will be enough to really change IBM's fortunes, but does seem to be helping them in the short term. As companies get better at using open source tools and expert knowledge to leverage their own data, it's going to get harder for tech consulting companies of all types.