Yes we have been working on BLOOM for a while. Actually, since 2003. The original working name "Passport" was not trademarkable (is that a word?) So in 2007 we shifted to BLOOM.
After all, 'blooming' is an act of falling open. A flower must concentrate energy to achieve this blooming. So must your organization. The more an organization can open up and share information about important initiatives and the individual performances of employees, the more chance the organization has for success.
Many opportunities to bloom are often lost or unrealized because they are not timely and synchronized. Thus energy is wasted and taken away from your most important objectives.