http://martinfowler.com/bliki/SemanticDiffusion.html
A word that sounds good may be more likely to suffer from semantic diffusion. 'Agile' sounds like something you'd certainly want to be, the antonyms of agile aren't at all appealing. Who would want to still be merely 1.0 of the web? Kent Beck noticed this effect and thus deliberately picked Extreme Programming as a name because it less inherently desirable: 'extreme' is often used as a pejorative.
