"Oh goody. A new acronym."

That was the header on a message forwarded by CRN's own Joe Kovar, aka Captain Storage.

Joe sent along a press release that stopped both of us dead in our tracks.

It was pitching a story on Smoothstone and its leadership in something called "Converged Communications As a Service." Aka CCAaS.

Okay. Say you're desperate for press coverage, whaddaya do? In this case, you come up with your phoney-baloney acronym for an obscure piece of minutia and crown yourself the leader of that tiny, precious land.

That's what this self proclaimed "well-known high-tech company" has done here.

Note to Smoothstone and its flackies: Acronyms should roll trippingly off the tongue, a standard most decidedly not met here. In fact if you try to pronounce it, it sounds disturbingly like a baby word for sh--- well make that human effluence. And we have so many stupid acronyms already you better make a pretty compelling case for yours.

The idea of CCAaS is that voice, data and video communications are all transitioning from separate networks to one converged mega-network running Internet protocols. Really? Tell me more. On second thought, please don't.

So you got your headline, but I'm betting it's not the one you wanted.