Cisco turns to titanium spoons, sand dunes, for a better box

Logowatch Cisco and the vendor formerly known as Pure Storage have let their designers and marketers loose on the internet to explain some recent decisions.

We shouldn’t have referred to Pure Storage using that name, because the company yesterday re-branded as “Everpure,” a name it shares with an Australian purified water company.

The storage company’s schtick has long been storage that scales without requiring forklift upgrades, with consumption-based pricing.

But the company has decided that’s old hat, and that the new name is “a commitment to transform storage that is static and rigid into a system that’s living, resilient, and built to grow.”

Or…