I don&#x27;t disagree.  Companies always need to issue press releases in conjunction with an announcement, but too many older companies (mine included) too often lean on them like a crutch.<p>If IBM wants to stay relevant, they need to start controlling how things like this are announced and branded.  IBM actually has a cool set of offerings here, but it&#x27;s obscured behind a collage of unfamiliar names like Bluemix, OpenWhisk, Kitura that belongs to a group called IBM MobileFirst Offering Management.<p>With a barrage of names like that, it reeks of a group that&#x27;s going to be reshuffled and rebranded into something else 1-3 years from now.<p>People want one name and one comprehensive page.  If you want to attract Swift developers to use Bluemix, then direct them to something like this:  <a href="https:&#x2F;&#x2F;github.com&#x2F;ibm-swift&#x2F;kitura" rel="nofollow">https:&#x2F;&#x2F;github.com&#x2F;ibm-swift&#x2F;kitura</a><p>Developers these days want one name that they can google, download the bits, and get started in under 5 minutes to see if it&#x27;s something that&#x27;s worth their while.