They are doing pretty well that it is even clear what the project is really even about. Good luck figuring that out within 30 seconds of hitting the average Apache project homepage.
There seem to be dozens of Apache "Big Data" projects that all look kinda the same unless you are a Big Data person.
Even if you are a data person. The ASF doesn't mind overlap between projects [1], it spreads its bets and lets the market choose the winners.