Thank you for the comments and emails for the least post.
Here is the second, the Chameleon. I see a lot of this worst practice from security companies with products that are in the “climbing the slope” of enlightenment phase of the hype cycle, who miss the buzz of those products that are new and seen to be cool at the Technology Trigger phase. Of course, they forget that there isn’t usually much money for pre-Slope products.
Although not unique to security markets, security has a high incidence rate because of the fast rate of new product introduction. The security market has this high rate in response to the change in threats, and the introduction of new technologies that need securing.
I used to see this a lot with products being called a new kind of IPS, and today see it with sometimes with NAC,DLP, or next-generation firewalls being thrown about liberally. In the slide below, “See also #1” refers to the slide here.
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