Other than the Xohm website, they haven't really shown what they're
going to do with the Xohm marketing. I personally think they could've
picked a better name for their WiMax service, but I thought the same
thing when Nintendo picked Wii as the name for it's "revolution"
project, but as seen with the Wii, the name means nothing when it
comes to groundbreaking technologies.

Take the Zune for example. Zune was a terrible name given to a product
that wasn't very groundbreaking and it actually hurt product
acceptance. Microsoft saved Zune from failure by doing something
groundbreaking... allowing all Zune 1.0 devices to become new Zune 2.0
devices with a free software update. Apple never even thought about
doing that with their dominant iPod. Xohm is a groundbreaking
technology... it will be the fastest and most cost-efficient wireless
data consumer network in the US.

I'm a software engineering student, not a marketing expert... at best,
I can only predict what my demographic will accept and what
technologies look promising.