The fork is definitely confusing. How many people inside AOO know of the countless features LibreOffice 4.0 has that AOO 4.0 will not? They are ignorant / confused. And so are users who wonder whether LibreOffice can import their OpenOffice documents, people writing extensions who wonder how hard it is to support both, people providing professional support for the products, etc. How confusing was it for retail stores when they had to offer both Blu-Ray and HD-DVD? You might not find that situation confusing, but many other people do.
It is also terribly inefficient, a point you seem to be casually diminishing.
LibreOffice didn't "pick their brand". They picked a name. A brand is built, not picked. You seem to be confusing brands and names, so the fork has confused you.
LibreOffice wouldn't want the Coca-Cola name or the Microsoft Office name. They want the OpenOffice brand because they can add more value than AOO, and combining resources would give efficiency and resources gains over time.
This isn't about brand envy, this is about ending the mess of a situation like Blu-Ray and HD-DVD. The OpenOffice brand is the more valuable one, and LibreOffice has the better codebase, license, tools, people and vibe. If the resources and efforts are combined, great things will happen.
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