The thing with the name changes - it's a corporate marketing ploy (and a good one) to come up with names that can compete with all the newbie/techie brands and sound like they are offering something different. And, no doubt they are trying to figure something different to offer since cable is dying. I totally get wanting to disconnect (no pun intended) from a name that includes 'Broadband' in it.
There's also the fact that people nowadays quickly tire of brands that don't change. Overused example but when you think of 'Kodak' do you have visions of a company producing innovative, bleeding edge products? What about Budweiser? Harley Davidson? A corporate inability to continuously re-invent themselves and adapt is why so many brand names we loved in their time are closing their doors.
The old saying that 'The definition of insanity is doing the same thing over and over and expecting different results' could never be truer than it is today.
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