The fable of the astronomer and the computer company.

Feb 01, 2002

Tech companies, notably computer firms, have a history of code-naming their products, partially to protect from industrial espionage, but more out of a sense of whimsy. Each company follows its own theme: SGI (Silicon Graphics), for example, used the names of beers, and would get the company to donate free beer to SGI employee functions for the duration of the product’s development cycle. In the early 1990s, Apple computer would name its computers after individuals. This began when Steve Jobs named the predecesor to the Macintosh after his illegitimate daughter, Lisa.

In 1994, Apple began developing the Power Macintosh 7100. They chose the internal code name “Sagan”, referring to astronomer Carl Sagan. Sagan found out about the name, and objected — vigorously. With lawyers and everything. Change the name, he said. I don’t want people to falsely believe that I endorse this product, he said. It’s infringement. Disheartened, the folks at Apple Computer finally changed the name.

They called it “butthead astronomer”.

The moral of the story is: be careful what you wish for. You may get it.

Codicil:
Carl Sagan sued Apple for libel over the new name, claiming that it subjected him to contempt and ridicule. Sagan lost this lawsuit, too.

Other References

Everymac: Apple Power Macintosh 7100 Specs

Other codenames were Butthead Astronomer & Lawyers are Wimps.

Wired: Lighten Up, Carl

Remember when we reported on Carl Sagan’s new nickname over at Apple Computer (for your edification, it was “butthead astronomer.” Apple developers had code-named a secret new computer “Sagan,” only to be threatened by Sagan’s lawyers that the use of his name on a product, even in prototype stage, was infringement). Well, ol’ Carl’s now suing Apple for libel, claiming that the “butthead astronomer” moniker is defamatory and subjects him to “hatred, contempt, ridicule, and obloquy.” The Wall Street Journal pointed out that the outcome of the case will hinge on the definition of “butthead.” Thanks for helping us understand, Carl.

Watch out for meek mild mannered computer programmers. We are not nice people when pushed into a corner…

Keywords: | technology | public relations | nicknames | geeks |
Posted by Laughing Muse • 532 views • Share this link • Newer • Older