It's not a program, at least not in the usual sense of that term.
It's a piece of hardware. This is the firmware for that device.
It's a piece of hardware. This is the firmware for that device.
Nonetheless, the problem of naming things actually stands. Trademark law aside, imagine if you tried to make a program like a torrent client called "Volvo". Names exist in a global namespace, and things will collide, and that's bad for everyone involved.
Had I made the original hardware product, I would have named it the "Synthstrom Deluge" to avoid this problem.
From a human perspective they sometimes do, but that can lead to excellent comedy, like the computer-vs-cleaning device question when the term "VAX" used to come up. I'll take comedy over a very inhuman insistence on a global namespace.