It reminds me of around 2002 when Microsoft named everything ".net".

Yep, I remember downloading a beta version of what would be eventually released as Windows Server 2003. The beta version was called Windows .Net Server 2003.

"Microsoft Surface" ...

If had first meant a coffee table form factor PC with touch screen and special software, which was able to sense special objects placed on top of it. Then that was renamed to "PixelSense" [1] and "Surface" instead got put on a line of touchscreen tablet form factor PCs launched together with Windows 8. OK, reusing a strong name for a product line expected to sell more, and which still fit the theme made sense.

.. but then the brand was also put on laptops, convertibles, desktop PC and an Android phone ... eh, OK, but at least those also had touch screens.

... but then the brand was also put on generic peripherals: keyboard, mouse, headphones, earbuds, etc. which diluted the brand to mean practically nothing. For example, a search for "surface keyboard", could result in a "type cover" for some kind of tablet PC or a keyboard intended for desktop computers.

Microsoft later did the same with the "Microsoft Sculpt" brand. It was first a compact curved "sculpted" ergonomic keyboard with chiclet keys and an ergonomic mouse that were most often sold as a set. That got quite popular and so the brand achieved recognition. But later, Microsoft decided to reuse that brand for completely generic peripherals with no special ergonomic designs whatsoever.

BTW. Not long after, Microsoft also released products with the similarly ungoogleable names "Microsoft Bluetooth Keyboard" and "Microsoft Ergonomic Keyboard".

[1] https://en.wikipedia.org/wiki/Microsoft_PixelSense

And “one” like most Fortune 500 companies.

Then they did the same thing to a lesser degree with "360", including the Xbox.

Or when IBM renamed everything Websphere.

Soon: Copilot .NET .

Being a (very) young script kiddie I was so confused it had nothing to do with the TLD. None of the sites were even hosted on a .net domain! "Wtf?"

Which was arguably more problematic. Are you referring to a web address or a Microsoft product?

None of us had any idea what updates were supposed to be back then and yet those updates were probably less broken than they are now

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