The 1394 Trade Association is pulling its act together and are trying to become a "market maker" of the standard instead of a simply marketing body. Of note, they've standardized on "Firewire" as their name... The 1394 Trade Association also hopes to fix the standard's name-recognition problems. Apple has called it IEEE 1394 FireWire, while Sony Corp. and Philips Electronics have promoted it as i-Link. Under its agreement with Apple, the Trade Association received the right to sublicense the FireWire trademarks for use on products, packaging and promotion of the standard. "We decided [to] start calling ourselves what we think we are," said Snider.