Write down the naming contrast, because it argues the position

Splunk is from spelunking: caving, a lamp, feeling your way along in the
dark. An honest description of search-driven investigation -- powerful
with expertise, unforgiving without it.

Cribl is from cribble, to sift, from Latin cribrum, a sieve; the same root
gives engraving its maniere criblee, the dotted ground punched into a
plate. Both senses land together: the data is a medium to be worked and
thinned on the way through. A name about the material, not the
destination.

A cairn is a stack of stones on open ground, where the path is not
obvious, doing one job -- somebody came this way, and this is the way.

Three of its properties map onto things this project already does rather
than things it claims. It is left by whoever went first for whoever comes
next, which is the runbook culture and the reason every phase records
what was actually run including the failures. Anyone passing adds to it,
which is AGPLv3 throughout and an egress path that helps data leave.
And you can see it from a distance in daylight, which is a legible query
language, an AI that explains rather than divines, and a plan that
publishes what has not been proven.

Written into positioning.md rather than kept as a marketing note because
it is a reason the position coheres, not decoration on top of it. Also
noted there that it should not be turned into a slogan.

docs/positioning.md

@@ -243,6 +243,53 @@ everything and helps nobody. Archive depends on both. Fleet is last
 because it manages configuration the earlier phases define — building it
 first would mean managing settings that do not exist yet.
 
+## The names already argue the case
+
+Worth writing down because it is useful, not only because it is neat: the
+three names describe three different relationships to not knowing where
+you are.
+
+**Splunk** is from *spelunking* — the founders have always said so. Caving.
+You go down into the dark with a lamp and feel your way along, and what
+you find depends on how good you are at feeling around. That is an
+honest description of search-driven investigation: powerful in expert
+hands, and unforgiving if you do not already know roughly what you are
+looking for. Every organisation that has watched its Splunk expertise
+walk out of the door with one person knows the shape of that.
+
+**Cribl** is from *cribble* — to sift, from Latin *cribrum*, a sieve. The
+same root gives engraving its *manière criblée*, the dotted ground
+punched into a plate to make a texture. Both senses land in the same
+place: the data is a medium to be worked, sifted, thinned and textured on
+its way through. Which is exactly what the product is, and it is a name
+about the *material*, not about where anyone is going.
+
+**A cairn** is a stack of stones on open ground. It exists where the path
+is not obvious — above the treeline, across moorland, over bare rock —
+and it does one job: tell you that someone came this way before, and that
+this is the way. No cave, no lamp, no sifting. Daylight, an open trail,
+and a marker.
+
+Three properties of a cairn matter here, and each corresponds to
+something this project actually does rather than something it merely
+claims:
+
+- **It is left by whoever went first, for whoever comes next.** That is
+  the runbook culture: every phase carries a document recording what was
+  actually run and what it found, including the parts that failed. The
+  value is not the stone, it is that somebody bothered.
+- **Anyone passing can add to it.** A cairn grows by contribution and
+  belongs to nobody. AGPLv3 throughout, no commercial-license wall, and
+  an egress path that helps your data leave if you want it to.
+- **You can see it from a distance, in daylight.** Nothing about it is a
+  dark hole you feel your way along. The query language is legible, the
+  AI explains rather than divines, and the plan — including what has not
+  been proven — is written down where anyone can read it.
+
+The contrast is not a slogan and should not be turned into one. It is a
+reason the positioning holds together: an open trail with markers on it is
+a genuinely different proposition to a cave, and to a sieve.
+
 ## What this does not change
 
 The storage/query split in `/docs/architecture.md`, the licence, the