I tend to like the x.y.z scheme, where x are rewrites or major architecture alterations, y are revisions, and z are bugfixes. Even ignoring that, there are plenty of pieces of software in the OSS world that have had major alterations several times yet haven't hit 1.0 yet. Or look at the linux kernel.

It's their choice, but it's still pure marketing. It annoyed me when Lightwave, Microsoft, Opera, Adobe, etc. did it, and it annoys me when the Mozilla Foundation does it. It's pure pandering to the masses, assuming they lack critical thought and are wowed by numbers.

Well, maybe they are, but the implicit assumption is repugnant to me. I'm not going to smile and nod wanely just because they're OSS.