In 1996, Intel, Ericsson, and Nokia needed a name for their wireless standard. Jim Kardach suggested "Bluetooth" — a Viking king who united warring tribes — as a placeholder. Nobody expected it to stick. But by launch, it was embedded in every document, meeting, and press release. Alternatives failed trademark checks. The placeholder won by becoming operationally irreplaceable first.
Tech naming rarely follows a clean path. Codenames leak, marketing runs ahead of legal, and adoption happens before formal definition. The name that wins is usually the one that becomes necessary earliest — not the one that was planned.
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