Lotusphere Comes To You renamed as Collective Intelligence. Is this the start of a trend ?

IBM did this a few years ago in Australia.

Now it is interesting to note that on the Agenda and landing page for the Conference that Lotus, Notes and Domino are really not mentioned. Wow.

http://www-07.ibm.com/events/au/collectiveintelligence/

After spending so much money on Lotus Knows branding I am suprised. I wonder if this is happening elsewhere?