In the BBC's technology pages, there is an interesting article on the confusion surrounding the word "WiFi". An illustrative passage:
Five per cent thought that it referred to a night club, while 2% said it was something smelly that had been left in the sun for too long. Among the other explanations picked by people was a posh hot tub, a sunbed and a microwave ready meal. And 1% of married people though that it meant someone was having trouble with the wife.One problem the internet faces is its inability to explain itself well using words that make sense to the public. It is too concerned about using either blandly meaningless, technical or, like WiFi, branded language. If you think of two complex tools used every day, cars and telephones, you can see that they do not complicate demand by requiring users to submit to a fluctuating lexicon before they can understand opportunities and collectively create public demand. Being involved in the purchase of IT and having watched intellegent people buy useless systems for years or not buy the right one, it is clear that the language gap skews the marketplace. That is why email is the true gem of the medium - its simply works as it apparently should. Until plain language is adopted, the market will be subject to bubbles and will not move far beyond being in effect what Bill Gates called it in 1976: hobbyists.