Recently, Microsoft revealed its next big iteration of its popular operating system. Rather confusingly, instead of being called Windows 9, which would make the most sense since it’s following Windows 8 (which replaced Windows 7), the new operating system is called Windows 10. While Microsoft claims the jump to 10 is to avoid confusion with the old operating system Windows 95, many speculate this is a tactical maneuver done by the company to distance itself from the extremely divisive Windows 8.

Interestingly, this is not the first time Microsoft has tried to distance itself from a product. Few people remember the unpopular Zune mp3 player and Zune music store. The device, which came from Microsoft as an iPod competitor, was well received by critics but disliked by users for a lack of app support. Realizing that the Zune was essentially dead, Microsoft abandoned the product and renamed the Zune store the Xbox Music Marketplace. However, even now the Xbox Music Marketplace shares many similarities to the defunct Zune Store and any changes have been minimal.

Consumers should be wary of name rebrands. While they may signal a legitimate change in the direction of the company, they may also be superficial in nature. While Windows 10 may be extremely different from its predecessor, its name change should also be seen as a new marketing tactic.