There has been a lot of buzz about B&N's new e-ink device since its release, and understandably so. Along with this, it seems most people have taken to calling it the Nook Simple Touch, Nook ST, ST Nook, Simple Touch, etc. In a forum where there have even been discussions about the proper capitalisation of the word nook, I felt it was time to point out that this new device is (simply) not named Simple Touch or any variation of it.
As it stands, Barnes and Noble is now selling 3 devices side-by-side:
NOOK Color - "The Reader's Tablet"
NOOK - "The Simple Touch Reader"
NOOK 1st Edition - "Award Winning, Best Selling eReader"
Admittedly, B&N has trademarked the tagline "The Simple Touch Reader", just as it has done with "The Reader's Tablet". However, neither of these is part of the device's actual name, only a phrase used to describe and market the product. Think "Pork. The other white meat".
Since we now have to make the distinction between the two e-ink devices, I think it would make much more sense to begin assuming "NOOK" means the new device, and anything involving the original device is "NOOK 1st Edition".