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As somebody already mentioned, they already had a big product named after their CEO. IBM Watson was the next big thing after Deep Blue, and it went pretty viral after defeating Ken Jennings and Brad Rutter on Jeopardy back in ~2011.

It was a bit of a market play and of course has since been completely upstaged by the invention of LLMs, but it still definitely got them the attention they wanted at the time.

https://www.ibm.com/history/watson-jeopardy

Yes, I know, I got a job offer to work in the Watson research lab around that time, at the T.J. Watson facility. I declined because they weren’t remote-friendly, among other things.

But IBM Tom would at least have a rationale. WTF is IBM Bob and why does it have the same name as an old Microsoft product?

IBM already have IBM Watson which is probably named after the CEO

Well done on understanding the reference.

IBM Wat?

Seconded