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MusicianFriend think they can impress keyboard players with a new kind of synths.
I wouldn't be surprised if Roland orders them to remove that word when they find out. I think product nomenclature has a big impact on successful/unsuccessful marketing and sales. Subconsciously, a buyer may be drawn to the word "shoulder" more than the word "synthesizer". It may or may not work sales-wise, but "synthesizer" is the keyword here.
There may be another reason (still related to sales) why they used that word instead of the classic "keytar". Maybe "keytar" sounds toyish to people, or maybe it sounds like a mockery to "guitar". Maybe most guitarists (who, of course, are also potential synth buyers) don't like that word very much because they feel offended or something.
Yep. Must be it. Gotcha MusicianFriend. You want to lure guitar players to buy that "shoulder synth"!