(Though in this case the intended meaning is probably a little closer to "build mystique surrounding.")
I agree with your point about naming a product to cover the whole field. It does seem off-putting--although I think examples of it are pretty rare. (In fact, I can't think of any off hand...) In this case, "Mathematica" is far enough from anyone's ordinary English usage that it doesn't fall into that category for me. I don't believe I've ever heard anyone say the word "Mathematica" to refer to anything other than the product. It would be a different story, of course, if it were just called "Math."
Ok, I see. But it is not true for a large(not english speeking) part of the world. It is like calling your "pineapple" software Ananas[1], you just romanticize it in a small region while interfere with traditional word usage in the other part. [1] https://www.reddit.com/r/MapPorn/comments/2pp0s6/pineapple_p...
IIRC Microsoft did this (Word, Windows) with hope that the press would feel the need to use “Microsoft” to disambiguate, improving brand recognition.
You mean romanize? And not just on the surface (latin alphabet), but even using the actual word from latin (which is already romanized greek I guess) and of course all the related living languages...
edit: I always felt strange naming a software exactly the same name (in many language) as the field it operates in. Like naming a music creation software Music, or a biology related software Biology, etc. It is like equates the software with the whole field, suggesting that there is no difference between the software and its disclipine. It is a marketing trick that have a bit of bragging side, but of course it is common pattern, e.g: https://www.amazon.co.uk/I-Am-Football-Zlatan-Ibrahimovic/dp...