Why, because the Sony board member's hats and underwear were too tight when they made up the original name, maybe? Too much Saki back in '98, possibly? They just want to make people batty over it? A sincere belief that hyphens are an under used symbol? Hyphens are an endangered species... Philips and Sony are bored and don't have anything better to do? My extrapolated theory is that even after 5 years as a format: 1. Super Audio name recognition is stille exceedingly low. 2. The name SACD suggests something other than a CD, bad! CD sales good, people love... 3. They've determined the public will never let go of the CD format completely. So, by hyphenating SACD into SA-CD, one's perception is that it's some sort of CD, that it's two-two, two discs in one! It's Super Audio and it's a Compact Disc too. The new name more closely associates Super Audio with the most successful music format ever, good! Anybody have a better theory, actual, silly, or otherwise?