SuperSpeed USB was announced in 2007, the branding was a logical differentiator. Looking ahead, USB products will continue to offer different performance capabilities while looking the same, but there's at least one thing we can all agree on: The word "SuperSpeed" isn't a helpful differentiator anymore. Ravencraft admitted to Ars that some companies may view the costs associated with getting USB-IF-certified, including passing USB-IF compliance testing and acquiring a USB-IF trademark license agreement, as "prohibitive