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I was actually rather surprised when this version wasn't called "Windows One"

I can't seem to find the link again, but I think I read a Microsoft blog post somewhere saying that that name was already taken (by a Mr. Gates, circa 1985).

I heard that too but http://www.wikiwand.com/en/Windows_1.0 seriously? Who would mix that up? Also, given "One product family. One platform. One store" and the Xbox One they would have a cool One theme to build on.

I see what you are saying but "Android One" has already started their marketing so maybe that would seem awkward.

Yep, that too. I just seriously doubt this was the reason. Marketing and technology are only tenuously related, as we know :)

Because there is no valid reason to do it. Except that some consultants probably told them 10 sounds fancier.

When I see a product being marketed based on how it sounds intead of its real value, I consider that a fishy smell.