This Obsession With the Letter "S"

I've noticed over the last few years that multiple manufacturers have been religiously using the letter s like it is somehow a requirement to make a good phone. I have no idea why? The letter is s isn't even that great of a letter! It sounds like a snake hissing or something. There are 25 other letters to choose from in the alphabet, why s?

iPhone 3GS

iPhone 4S

Galaxy S

Galaxy S2

Galaxy S3

Ativ S

Windows Phone 8S

Not to mention the S-gimmicks Samsung has a fetish for.

What is so amazing about s? Does it have a special meaning that I don't know? Does it mean "sexy," "supercalifragilisticexpialidocious"?

Enlighten me.