This is, of course, not the first example by far of an unpopular company changing its name (there has been Cheney-era mercenary company Blackwater renaming itself after a popular exchange-rate website, and carcinogenic drug dealers Philip Morris adopting the name Altria, a name which goes so far in the direction of heavy-handedly calculated benignness that it comes out the other end sounding appositely creepy), though as far as chutzpah goes, it might well set some kind of record.