To the "NewSQL" term, I don't really have a problem with it... from their "how it works" it sounds like they are genuinely doing something interesting and cool with SQL. I have no qualms with them calling it "NewSQL".

I don't know why marketing terms get people so mad, sometimes they make sense.

I'd also point out that the first few times people used "NoSQL", I imagine there were comments along these same lines talking about how silly it was.

It isn't like they named it "WebScaleSQL" :)