Perhaps they mean that they operate in the open? They publish research, do open unrestricted beta tests etc. I'm not sure they will necessarily live up to ever

Perhaps they mean that they operate in the open? They publish research, do open unrestricted beta tests etc. I'm not sure they will necessarily live up to every definition of open you'll ever come up with, but its hardly the worst name in the tech space. I'm still waiting for apple to deliver that tree to me. Facebook isn't a book AND the faces are almost always the smallest piece of content on a post (and some people's avatar isn't even their face!). Can't wait for my trip to the Amazon w/ Mr Bezos!