That doesn't mean picking "Windows Phone" isn't still a blunder. "Windows" is not a great brand to begin with and it already had a worse reputation after Microsoft abandoned Windows Mobile. Unfortunately, all of the WP7 shenanigans have only made this worse.

At this point, they really should go with something like "Xbox Phone" and I half-wonder if they'd do better with "Bob Phone" (it was at least a long time ago).