[Air-l] "listserve"

I may have asked this before (I know I've at least raised the issue elsewhere, perhaps not here), but anyone how or when mailing lists became "listserves"? The etymological origin is probably ListServ (with MajorDomo, one of the leading mailing list software programs) and "list server", that beast which manages mailing lists. Was the adoption vague and gradual, or is there someone to whom blame (credit?) can be pinned? -eg