I think you're right on there. When I saw the title, my initial thought was that Google had developed some kind of rocket! In other words, the name gives so little information about what the product actually is that it could be literally anything.
i thought it is something to replace Google Plus :)
Speaking about bad namings - reminds me how back at Sun at one moment everything became "Java" (even stock ticker, no kidding). "We've got just 5 product boxes (Java this and Java that), just 5 boxes, that's all! Simplify things for the customer!" Lets just say that naming as Java various non-Java things simplified nothing for nobody.
