While I'd have loved to see Fujisonic or Panajitsu, they were probably prohibited from using either of the parent company names for the joint venture.

I suspect that, being such large name companies, they are aware of the power of name recognition and chose deliberately to stay away from it -- perhaps because it would not be a help to the new merger. Rather, it might be a hindrance to the type of business that merger is trying to do.

> I remember being surprised that two big name companies would just scrap all of that brand recognition for a cheap sounding name.

That reminds me of Kioxia.

Yeah, for some reason Kioxia just screams "random Chinese company" to me. Without learning who they are from advertising, I would have lumped them them in no name Chinese components. Admittedly I don't do hardware product development involving flash memory chips. If I did I probably would have heard of this more quickly, so in that industry the rename probably did not hurt as much. But they also have a retail component with their SSD drives. Here the rename is really unfortunate. Either the old "Toshiba Memory" name, or keeping the OCZ name would have been better there.