A rose by any other name?

I recently discovered that Professional chewing gum exists. I don't claim to understand the product marketing - but it made me think about the branding of XP in the agile community. In the beginning there was 'vanilla' XP, then Industrial XP came along, and now we have Enterprise XP. What next?! It's obvious that there is lots of interest in XP but just as obvious that for some people XP really is, erm, too extreme for their organisational culture.