When the president adopts the word “drone,” it’s time to admit the industry’s big attempt at rebranding has failed.

In his State of the Union speech Tuesday night, Obama reminded Americans of his “prudent limits on the use of drones.”

For months, companies that make remotely piloted vehicles have waged a quiet campaign to stop people from using the word “drone” — a term businesses fear ties them too closely to the Obama administration’s controversial program of targeted strikes in foreign countries. As an alternative, many have been pushing awkward jumbles like “unmanned aerial systems” and its corresponding acronym, UAS.


By Press