Yeah, it’s not a great name. Twenty years ago we called it “end to end authentication” and I think that’s better because it focuses on the most important aspect, but it probably doesn’t sound as cool for marketing purposes.

I also like how that makes it easier to understand how variation is normal: for example, authentication comes in various flavors and that’s okay whereas some of that zero trust vendors will try to claim that something is or isn’t ZT based on feature gaps in their competitors’ and it’s just so tedious to play that game.