IDEA 2011 Ceremony, the Industrial Designers Society of America (IDSA) gave Windows Phone 7, which uses the UI, its "Gold Interactive" award, its "People's Choice Award", and a "Best in Show" award. Isabel Ancona, the User Experience Consultant at IDSA, explained why Windows Phone won: It was reported that the UI was better received by women and first-time users. Criticism particularly focused on the use of all caps text. With the rise of Internet usage, critics have compared this to a computer program shouting at its user. IT journalist Lee Hutchinson described Microsoft's use of the practice in the macOS version of OneNote as terrible, claiming that it is "cursed with insane, non-standard application window menus IN ALL CAPS that doesn’t so much violate OS X’s design conventions as it does take them out behind the shed, pour gasoline on them, and set them on fire." On Windows 8 desktop With the arrival of Windows 8, the operating system's user interface and its use of the design language drew generally negative critical responses. On 25 August 2012, Peter Bright of Ars Technica reviewed the preview release of Windows 8, dedicating the first part of the review to a comparison between the Start menu designs used by Windows 8 and Windows 7. Recounting their pros and cons, Peter Bright concluded that the Start menu in Windows 8 (dubbed Start screen), though not devoid of problems, was a clear winner. However, he concluded that Windows 8's user interface was frustrating and that the various aspects of the user interface did not work well together. Woody Leonhard was even more critical when he said, "From the user's standpoint, Windows 8 is a failure – an awkward mishmash that pulls the user in two directions at once." In addition to the changes to the Start menu, Windows 8 takes a more modal approach with its use of full-screen apps that steer away from reliance on the icon-based desktop interface. In doing so, however, Microsoft has shifted its focus away from multitasking and business productivity. Name change In August 2012, The Verge announced that an internal memorandum had been sent out to developers and Microsoft employees announcing the decision to "discontinue the use" of the term "Metro" because of "discussions with an important European partner", and that they were "working on a replacement term". Technology news outlets Ars Technica, TechRadar, CNET, Engadget and Network World