An interesting idea, what if other companies changed their names to something as unbelievable as Twitter becoming X. I have a few things to say about that. First, I don’t think that Twitter has changed its name, at least not yet. Reorienting all those memory cells in all those human brains isn’t a matter of changing the logo on a home page or putting a big X on the roof of a San Francisco building. 17 years of repeated drill has burned the Twitter brand into our minds. Second, I don’t think HBO changed its name to Max, in fact I think the new owners of HBO (and many other names) are preserving the value of the HBO name by taking it off the the streaming site, which is a hodgepodge of random content, some good, some not. HBO is a small part of that. Instead, they withdrew HBO from the set of popular streaming services, which are due for years of battle for dominance. Why drag the HBO name into that mess. It also may make it easier for them to spin HBO off, or sell it to another media conglomerate. I thought it was weird at first, but now it makes sense. #