Windows Essential Business Server - why didn't they just call it Centro?

This was an opportunity for a business product to join the ranks of Silverlight, Zune, Mediaroom and Surface - some of the coolest products we've named recently but instead they've settled on the name Windows Essential Business Server.  OK, so perhaps a cool name like Silverlight isn't really the best option for a business product - I know :-)

There is a more practical slant to this critique in that my job is made harder by these kinds of decisions. 

Windows Essential Business Server has been specially created for businesses that are considered midsize - those with up to about 250 PCs.  When trying to explain to people what exactly they need from a server it would be great if the product name did half the explaining itself. 

However, I can predict the confusion now - businesses whether they are small (up to about 50 PCs) or large will see this product and the first word they focus on is "Essential".  "Oh right, so it's essential that get this server for my Business" - then we have to start explaining that it's not essential for them but essential for a certain size of business... oh well guess it keeps me employed!