Steve Yegge of Stevey's Blog Rants was a keynote speaker at O'Reilly's OSCON recently, and spoke on branding. You can view his keynote address here. It runs about 25 minutes, and is pretty interesting.
One of his supporting points, though, really kinda caught my attention. He observed that within just a couple of years from now the new entrants into the workforce will have been born after the creation of Java. To them, Java is going to be the language their Dad uses, so it's OLD. They're going to want to program using the latest, coolest, language.
Once I'm done with the paper and trying out some stuff, I'll try to post some thoughts.