LiMo Foundation : What's in a Name?

Impressive line-up here:

Motorola, NEC, NTT DoCoMo, Panasonic Mobile Communications, Samsung Electronics, and Vodafone established the LiMo Foundation to develop the Foundation Platform, a Linux-based, open mobile communication device software platform.

A world-class Linux-based platform aims to provide key benefits for the mobile industry including lower development costs, increased flexibility, and a richer mobile ecosystem - all of which contribute to the group's ultimate objective of creating compelling, differentiated and enhanced consumer experiences.

LiMo? Limo? Limo?? Now why does this not suggest low-cost mobile communication devices to me?

Perhaps this is why they choose the name:

This weekend in the Sunday Times job section they advertised for the new CEO and were offering £200k.

Plus limo, presumably.