I agree with +Jesse Stay on this one. Here's my take:

When BUZZWORD appears, companies want to cash in on it by saying "We are BUZZWORD." For example, Oracle has defined the cloud as "a storage system that uses Oracle hardware and software." Apple, of course, has "iCloud." Microsoft has "Microsoft Cloud." IBM offers IBM cloud computing. And you've noted Google's example.

Trust me, if FECES suddenly became a trendy acronym that all the cool kids were talking about, then you would have Microsoft, Google, Apple, Oracle, IBM, and everyone else climbing over each other and loudly declaring, "We are FECES." And they would be correct. :)
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