Vista

Get used it it folks -- according to Engadget, which lifted their news from ActiveWin.com, the next version of the Windows operating system will be named "Vista." This replaces the beloved "Longhorn" everyone has been poking fun at for the past few years, and Engadget readers are hardly pleased with the new name.

In its defense, "Vista" is nowhere near as masculine or aggressive sounding as "XP" (which was just as nonsensical as Macromedia's "MX" and just about every other "X" product out there), but does sound a bit fay and generic for a computer operating system. But if you look at the marketing efforts of Microsoft lately, the branding actually makes sense.

Microsoft has been attempting to heighten their reputation by elevating themselves and their products to a quasi-spiritual plane. Look at their recent television advertisements, where a father gushes that the whole universe is inside his PC just waiting for exploration -- stars, planets, etc -- and that all you have to do log on and get going. Then there are the musicians, film directors, and other creative types talking about how Windows brings their visions to life.

"Vista" perfectly encapsulates that message. It's a beacon of hope and endless possibility. It sounds open, free, and inviting. Microsoft wants you to look at the horizon, for a better computing experience awaits.

I'd bet money that's the pitch the creative directors gave, and considering the never-ending stream of news about viruses, spy ware, and security holes in their OS, Microsoft needs a name like this to keep their customers in the fold. Should be interesting to watch.