Arm's marketing department doesn't consider it an abbreviation any more.

The progression of the Arm brand goes something like this:

* ARM (abbreviation for Advanced RISC Machines)

* ARM (not an abbreviation for anything, but looks like one)

* Arm (current name, still not an abbreviation, now looks like a word)

* arm (what the current logo looks like, even though the company name has a capital letter)

okay, interesting - but at the end of the day they all refer to Advanced Risc Machine technology, right?