Response: What’s in a Name? Brocade Gen 5 Fibre Channel Changes the Game

OK. I’m stumped. I’m having a full blown WTF moment here. It seems the storage industry gets it’s spiral into dumb and dumber by the day. Here is lustrous and full bodied marketing failure from Brocade:

I would often start product launch training meetings with the following rules: tweet

  • The first rule of this launch is you do not talk about 16 Gbps
  • The second rule of this launch is you DO NOT talk about 16 Gbps

Why not ? That’s what it is. If it is a turd, call it a turd. If its not 16GB Fibre Channel then what is it ?

Fibre Channel has long been defined by speed. Paradoxically, when you ask SAN customers why they continue to buy Fibre Channel, there’s a six-nines probability that they will say it’s because of reliability or availability. At best, speed is a distant second or third choice; it’s a stereotype that has stuck in the progression from 1, 2, 4, 8 and now 16 Gbps Fibre Channel technology. tweet

Huh ? No one gives a toss about any of this tosh. My car has a rear vision mirror but it’s not a “feature”.

Simply put, Gen 5 Fibre Channel is the purpose-built, data center-proven network infrastructure for storage, delivering unmatched reliability, simplicity, and 16 Gbps performance. The Brocade portfolio of Gen 5 Fibre Channel backbones and switches unleash the full potential of high-density server virtualization, cloud architectures, and next-generation storage. tweet

Oh, right. Yeah, uh. What ?

So 16FC is now called Gen5 ? Why ?

I couldn’t give a toss. Storage industry just proved themselves to be even dumber that I previously thought was possible. Surely there should have been some other reaction from storage industry figureheads or is this a genuine innovation ?

It sure stinks like lipstick on a pig.

From all the things I’ve learned as a Network Architect in the last decade, here is the one that I’ll apply here : If it stinks like a turd, smells like a turd and tastes like turd, then it’s a turd. (Thanks to Scott Shimomura for pointing out my mixed metaphor – is this a bit clearer now ? )

Data Center: What’s in a Name? Brocade Ge… | Brocade Communities.

J Metz from Cisco has added to chorus of jeers with a much more comprehensive version of “WTF” which includes real details about all the stuff being wiped under the carpet.

Fibre Channel Standards, Speeds and Feeds, and Generation “X”

About Greg Ferro

Greg Ferro is a Network Engineer/Architect, mostly focussed on Data Centre, Security Infrastructure, and recently Virtualization. He has over 20 years in IT, in wide range of employers working as a freelance consultant including Finance, Service Providers and Online Companies. He is CCIE#6920 and has a few ideas about the world, but not enough to really count.

He is a host on the Packet Pushers Podcast, blogger at and on Twitter @etherealmind and Google Plus

You can contact Greg via the site contact page.

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