I may be completely off my rocker here, but I was under the impression that 'x10' was just a protocol name for interacting with objects through your power lines (somewhat limited to on/off, though I could be wrong on that). And the x10 advertising you're referring to sounds like those evil little pop-up ad cameras that have marked the boom of that annoying internet advertising trend. Perhaps they are 'x10 enabled' in some fashion, and are using that as their company/product name. *shrug* Anyone more versed in this? Am me confused, or is them are?

-=rev=-