Sometime soon, Google Glass is going to stop being this just-out-of-arm’s-reach product reserved for early adopters and hardcore tech enthusiasts, see a significant price drop (at least we sure hope), and start with its commercial availability. The novel user experience is bound to lead to periods of adjustment for a lot of those new owners, but even before any of that has a chance to take place, Google wants to catalyze another adjustment: that of how we speak about Glass.
Well, Google can’t very well tell any of us users what to do, but it just posted some branding guidelines for devs and commercial partners that impose some odd restrictions on their language, changes that may slowly trickle-down into the common vernacular.
For one, Google really want us just calling this “Glass.” We’ve been sort of clinging to the “Google Glass” safety net, but Google would prefer to see just that capital G and context tell us the difference between Glass and, well, glass.
And you can forget about any references to Glass’s frame, Glass’s earbud, or Glass’s software: Google has decided that it never wants Glass to take a possessive form. Oh, and while we’re throwing incredibly common grammatical categories out the window: Glass is never plural. God forbid someone call them Glasses, or Google will come a-huntin’.
Sure, we poke fun at Google’s obsessive control over Glass branding, a lot of it running contrary to how we’d normally talk about gadgets, but maybe this all just cements how important Glass is to Google and its vision for the future. You don’t show this kind of crazy specificity when you’re not obsessed with a product to begin with.