Literal-minded naming is a helpful trait in a programmer. For a brand marketer, it's utter disaster. The geek-centered culture at Microsoft has produced such monstrosities as "Windows XP 64-Bit Edition For 64-Bit Extended Systems." Paging the Department of Redundancy Department! News.com explores how David Webster, a recently hired branding expert, is upping Microsoft's name game. Last year, Robert Scoble talked to Webster about how he was trying to ban supposedly "cool" codenames that didn't pop on Google searches; now, Webster's trying to advance consumer-friendly names like Silverlight, Popfly and Surface. Certainly an improvement over past atrocities like Microsoft Desktop Optimization Pack — oh, wait. That's a present atrocity. Back to work, Webster.