50 years ago, Malcolm "Mac" Baldrige was included among the Who's-Who of the Nixon presidential campaign team.
On this site, Malcolm Baldrige is included among such notorious characters as John Mitchell, Bob Haldeman, Roger Ailes, and Richard M. Nixon.
With the increasing political divide in the USA, and similar movements emerging within other countries, the association of the Quality profession to prominent Republicans may be a deterrent to the leadership of Silicon Valley - based enterprises who are more inclined to support Democrat political figures like Obama.
The renaming of this award to a more neutral political figure might help is acceptance. Maybe if it was renamed the Steve Jobs Award, that would invoke interest in the innovative spirit and striving for superior quality that characterized Steve Jobs' legacy at Apple and Pixar.
I am a fan of Bob Woodward and his books, so I have an interest in tracing people back to their Watergate connections. I don't want to besmirch Malcolm Baldrige, who was a distinguished and highly regarded Cabinet Secretary for President Reagan when he unfortunately died.
If you follow NHL Hockey, some of the awards have been renamed to reflect the player who exemplifies the recognition. The award for top scorer was named for Maurice "Rocket" Richard, who was the first player to score 50 goals in 50 games. In such a case, if the Quality Award were rededicated to honor an individual who personified the achievement of breakthrough quality, that would create considerable prestige.