Shellen in particular still rues losing the fight over the name. Even now, he bristles thinking about the fight and the fact that Google Reader is known as “an RSS reader” and not the ultra-versatile information machine it could have become. Names matter, and Reader told everyone that it was for reading when it could have been for so much more. “If Google made the iPod,” he says, “they would have called it the Google Hardware MP3 Player For Music, you know?”