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The company was named "Be" because we wanted to optimize the means to have our company name in the minds of the public -- after all, just think of how many times our company name appears in all the major trade publications! :-)
Seriously though, "Be" just happened to be the word in the dictionary at which one of our founders stopped, when flipping through it looking for a good company name.
As for the name of the BeOS, well, we actually had a contest to figure out the best name for the operating system of the BeBox. After much debate, and many creative names, we decided to go with "BeOS". For more details, and some of our favorite alternates, check out:
http://www.be.com/aboutbe/benewsletter/Issue10.html#anchor150681
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