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JavaOne - X - Java Loves You

Posted by dmax69 on June 28, 2005 at 8:55 AM PDT

Yesterday I reported that there seemed to be more attendees this year ... which does still seem to be the case today. But I'm hedging now, because there was no official announcement (at least none that I heard) regarding attendance, which is rather unusual for a JavaOne, in my experience. Usually some announcement is made in terms of attendance. Not so this year. Interesting ...

The pavillion floor is a little odd as well. In a repeat of last year's debacle, Sun has once again taken a large cloistered island of real estate dead center show, but at least they seem to have spread out the booths a bit in '05, giving one a more welcoming feel when attempting to run the gaunlet of Sun's stuff. But that's not what is odd ... it's the collection of vendors.

Noticable by their absence is IBM (and Eclipse). Noticable, too, by their absence is another rather luminous Java Platform partner: Apple. And then there is the small oddity of Microsoft, deftly huddled in the back corner, trying to not seem so very obviously out of place.

Please don't think I am against the Redmond Giant's participation in this Age of Participation – clearly, interoperability between J2EE and .NET is going to be good for everyone, right? But if it is truly the Age of Participation, then what about IBM, who has invested a lot more development dollars into the Java Platform than any entity on the planet, including Sun? What about Apple, who has successfully commercialized a version of Bill Joy's very own BSD Unix port?

Sure, there was videotape from Steve Mills of IBM during yesterday's remarkable keynote by Schwartz in which all the politically correct bases were touched. But the fact of the matter is, it was video. No one from IBM, the largest computer vendor on earth and the primary purveyor of Java Technology ever, could be found to speak at the 10th anniversary celebraton. No one to blow out a candle, or wish Sun another great decade, or stand for a photo to commemorate the day.

That's a little odd, don't you think?

Here's another thing that strikes me as being just a little odd ... this coffee cup, parading in front of the Moscone all day long, waving at traffic and standing for photos with conference attendees. What's with the "Java Loves You" slogan? Are the savy marketeers from Sun really that insensitive?

See, where I live in the mid-South region of the United States, there is another "J... Loves You" slogan which tends to strike a deep chord in a lot (perhaps a majority) of people, having nothing to do with technology, economics or entertainment, but having everything to do with things that actually matter. Does anyone responsible for marketing at Sun have a clue when it comes to true sensitivity and to the feelings of that much maligned majority? Or does the "Age of Participation" vision apply only to those people who don't happen to be so blatantly traditional? Then again, maybe it's just me. Maybe I'm being too sensitive, right? Maybe I read way too much into it, and the insensitivity I sense is nonsense. That could very well be the case.

But then again, if both IBM and Apple, both of which are sensible vendors, both having once been very visible JavaOne sponsors in past years, are boycotting the 10th JavaOne celebration ... well, maybe I'm not the only one sensing the stench of politically correct insensitivity. It does seem to be a little odd ... don't you think?

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