What is the official name of JBoss Fuse?

Recently, the JBoss Fuse was migrated from IS to JBDS. apodhrad@redhat.com said that there was a discusion about renaming Fuse during the migration.

I have noticed that we are using couple of different names for Fuse.

JBDS -> Help -> Install New Software: Red Hat JBoss Fuse Tools
Jar installer -> Select Additional Features: JBoss Fuse Tools
Jar installer -> Summary Information: Red Hat JBoss Fuse Developement
www.redhat.com: Red Hat JBoss Fuse
Product page: Red Hat JBoss Fuse

So, what is the official name of Fuse?