Kraft Foods Australia has recently named their latest Vegemite product the "iSnack 2.0"

When I first saw this I thought it was a prank. But sadly no, it is for real.

The following thoughts came to mind: wrong, lame, does not conjure about anything to do with food, trying too hard to be hip and cool (and completely missing the mark), a shallow borrow from another industry with no idea and no appreciation for the original contexts, pastiche, fake...

I suppose having a stupid name will help the product stand out on the shelves?