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.