Yes, Sun ONE is both a conceptual architecture ,based on ebXML,
J2EE,
SOAP, etc., and a product brand for all of Sun's non-OS software. So it's even more expansive than you are suggesting: the Sun ONE brand covers non-Java products like email servers, integration servers, and mail servers.
So, I guess it is a little like MSFT's .NET branding. (Except it isn't vaporware.) And, I suppose, we are having similar successes and challenges with managing a brand that diverse. But at least it is less confusing than the equally diverse iPlanet brand.
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David Ogren
Desert Topping and Floor Wax Specialist for Sun ONE