I feel like a lot of file formats came out of companies, but even protocol buffers isn't calling itself google protocol buffers. What is it with modern companies putting their name everywhere they can?
Edit: I was going to paste in a relevant quote from Zarf (i.e. Andrew Plotkin) on naming. Some of his most important programs have total nonsense names like "glulx", and the reasoning was that at least it would be easy to search for when the name is unique. But ironically, "Zarf" is so common a term that I can't find the quote.