I just had to say something when I read this:
RadioShack To Become ’The Shack’
Whatever happened to an established name being irreplaceable in the marketplace? Do they skip that section in business school nowadays?
I mean, England still has a store (a huge chain of them, actually) called Carphone Warehouse, for God's sake. They know what they're doing, silly as they may sound now, at least 15 years since anyone expressed an interest in buying "a car phone."
But then nothing says, "Come on in and browse around," quite like a place referred to as The Shack... Traditionally speaking, if your shack needs no modifiers to make people understand which shack is being referred to, it is most definitely a shack no sane person wants to get near.
You know who else felt comfortable hanging out in a shack filled with shelves of electronic odds and ends? The Unabomber.
This falls right in line with another development I'd read about, which I'll share with you in case you hadn't heard:
Pizza Hut Soon to be The Hut?
Now, they claim that they're only using this name on some new buildings, but it's clear to me they're just trying to soften up the market before the big switch at some point. Also, of course, they want attention. Mission accomplished, idiots!
The So-Called SyFy Channel: Honorable mention goes to whoever's in charge of the SciFi Channel. That person who decided that their channel, and indeed their job and very existence, wasn't stupid enough, so they should change the spelling of the channel to the uselessly cutesy "SyFy Channel".
All this just so you can own an otherwise generic word? All of your networks' shows are now subconsciously graded down one star in my mind before I even seen them. Just you wait a couple of decades for that to really mean something. I know I will!