Funny because of the “not a paywall” on the article which the intent is to force the user into providing their email address to read the entire article.

Double the resources and free power!

Oh I agree. It gets more difficult over time though, as more people begin to only know the entity by the new name. I’m not a Twitter user so I really don’t care about the new “X” name, but I still know and will forever know that Spectrum is Comcast and Lumen is Century Link, because I care deeply about the bullshit they are about. And will I continue to remember Twitter for what it is no matter the name they decide to go by. I was mainly pointing out that they do in fact have the right in the law to rebrand, to put a thin veil over their previous mishaps.

Except they do, and they do it all the time.

• Comcast / Spectrum
• Century Link / Lumen

Just two glaring examples. There’s tons more out there.