SmartNIC = (DPU, IPU, NPU)

When we name an object, or class of objects, that immediately endows a measure of permanence, then we can begin attaching attributes to the object, but the name itself can also be overloaded with meaning.

From “Seinfeld” Episode 123, “The Seven”

GEORGE: Oh, no no no. Course not. I got a great name for our kids. A

Real original. You wanna hear what it is? Huh, you ready?

SUSAN: Yeah.

George uses his finger to draw a number 7 in the air, accompanying the

Strokes of his digit with a two-tone whistle.

SUSAN: What is that? Sign language?

GEORGE: No, Seven.

SUSAN: Seven Costanza? You're serious?

GEORGE: Yeah. It's a beautiful name for a boy or a girl...

Susan scoffs.

GEORGE: ...especially a girl. Or a boy.

SUSAN: I don't think so.

GEORGE: What, you don't like the name?

SUSAN: It's not a name. It's a number.

GEORGE: I know. It's Mickey Mantle's number. So not only is it an all

around beautiful name, it is also a living tribute.

SUSAN: It's awful. I hate it!

GEORGE: (angry) Well, that's the name!

SUSAN: (also angry) Oh no it is not! No child of mine is ever going to

be named Seven!

As George pointed out, unique names like “Seven” beg for an explanation. As soon as George explains it’s “It’s Mickey Mantle’s number… a living tribute,” we instantly know the name is overloaded with everything Mickey Mantle represented, assuming you know “The Mick.” Without an explanation, “Seven” also adds an air of mystery. By contrast, the name “SmartNIC” has existed for nearly two decades and, in that time, it too has become overloaded with meaning. ?

It is the role of marketing to differentiate one company's products from another. Often to achieve this, marketing departments will create new names for product families, for example Data Processing Unit (DPU), Infrastructure Processing Unit (IPU), or Network Processing Unit (NPU). Unfortunately, most of the primary attributes assigned to these new names already align with key attributes of the term SmartNIC.

As an industry, I doubt we'll all coellence around the term SmartNIC as the other three have already become pervasive, so it's rather unlikely that we can put this genie back in the bottle.

I hope everyone has a happy, and safe, Independence Day.