There has been a lot of talk recently about Ruby being the "next" greatest thing. Now I have to admit I've yet to have a decent play with it (which I will soon). There could however be an interesting challenge. In itself Ruby isn't too bad a name for a language, its different enough to actually come up as the first hit on Google, which is better than Microsoft's 1999 idea of COOL, which became C#. Now for those of us who know Ada the Ruby names a bit like a cheap nightclub single, but another open source name out there might cause some more issues, LAMP, Linux, Apache, MySQL, Perl/PHP/Python. Trouble is when you go Linux, Apache, MySQL, Ruby it becomes the slightly less useful "LAMR" and I can't quite see anyone standing up and saying "We are using a LAMR solution rather than the previous Java one".
Now JRuby (which is what I think I'll play with) could mean we have another option Linux, Apache, Ruby, Derby, JVM - LARDJ - its not programming in the small. Of course there is the slight problem that Derby is a bit rubbish, the other option I can think of is to go french with Postgres and get PLARJ
Glad I could help avert this marketing disaster :)