It's not exactly the name recognition, it's the name's reputation.
Nokia: well recognized, well liked brand with positive reception everywhere,except amongst developers that actually programmed for Symbian.
Microsoft: well recognized, universally hated brand, regular finalist in "most hated company" competitions,but appreciated by developers for their excellent dev tools/environment.
Marketing 101 says: they picked the right name but for reasons that aren't readily clear to the general public
Spot the "hasn't programmed for pre smartphone era winmo" guy.
WinMo was as mangled as Symbian (And trust me Symbian was *BAD*)
But now, finally the worlds are combined. Symbian and WinMo together at last , like lovers embracing in an endless vista of sewerage.
Ok yeah so now its all "slightly more sane" dot net winmo. But its still bad guys, face it.