I think this is the right answer. I am frustrated by Copilot and by many aspects of AI, but to me it seems like straightforward branding: you use a Microsoft product, you want to use AI in it, you look for Copilot (name and/or icon).

To me, the issue isn't that they've named so many things 'Copilot' but rather that Copilot is in every goddamn product.