The desire for emotional marketing reinforcement appears to be a strong factor in the choice, by most companies, to promote the program-centric paradigm. Otherwise, there would be little incentive to give programs obscure unintuitive names and/or to add company names to the program name (e.g. Microsoft Word, Microsoft Excel, etc.). Combining unintuitive names with company names is especially popular today (e.g. Google Chrome and Mozilla Firefox). This is the opposite goal of the Lisa paradigm where the brand name and the program name are intentionally made more invisible to the user.