Microsoft calls its efforts at the Internet of Things “The Internet of Your Things”. That slogan was deliberately chosen to insinuate that Google’s Internet of Things is, in fact, a sinister mass of Google’s things. Almost every Internet of Things player has a rhetorical IoT spin of this kind: Cisco is the “Internet of Everything”, GE is the “Industrial Internet”, and so on. Every one of these careful branding distinctions is a fault-line in the IoT enterprise.
