"Object-oriented programming is great. It's what's enabled developers to create the vast world of amazing applications available today. But there's an impedance mismatch between OOP and relational databases. That's why today we're reinventing database access. Say hello to SQL."
If it was released today, they would skip the awkward do-i-spell-it-out-or-do-i-add-vowels part in favor of the catchy-but-meaningless-project-name and just call it Sequel. Then they could be fresh and say it's the "sequel" to ORM.
(Though you might go for Seequill or something so people could google it.)
From Wikipedia: "...SEQUEL (Structured English Query Language), was designed to manipulate and retrieve data stored in IBM's original quasi-relational database...The acronym SEQUEL was later changed to SQL because "SEQUEL" was a trademark of the UK-based Hawker Siddeley aircraft company."
