In 2004 Dan Herchenroether wrote a book named Selling Air (www.sellingair.com), a fictional account of a software company during the tech bubble, with much of the action taking place in Silicon Valley. This came to mind the other day when I read a piece (at www.eweek.com/c/a/Content-Creation/Adobe-Launches-Open-Screen-Project/) about the Adobe Integrated Runtime, or AIR for short. Seems to be a pretty good thing, but the acronym somehow doesn’t suggest stability and reliability. The name probably sounds good to the techies, but I’m not sure the suits will grasp what it all can mean. I enjoyed the book; hope the product doesn’t have a similar conclusion.

Tags: Adobe Integrated Runtime, Dan Herchenroether, Selling Air

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