I wonder who came up with the "Bash on Windows" tagline. That was a really smart idea. I think most of us would have run with "Emulated Linux syscall layer from user mode processes on Windows". Promoting bash specifically seems to me like engineering marketing genius -- less technically knowledgeable people are more likely to be familiar with bash, while the more knowledgeable are going to think "wait...what? how do they do that? that would mean...", which works better than simply saying what they have done.