What I am looking forward to with Tony as POBA (think) is that he understands branding, and I wouldn't be surprised if this were his idea. There was an excellent article in The New Yorker on how Ford wanted a model name for a car they designed, so they contacted a prominent writer/poet to get ideas about names that had meaning and symbolism (like Baltia). Needless to say, all the suggestions they got were horrible, and the name they eventually went with was shit. The car went nowhere.

Branding is everything for this company. I don't even want to remember the word "Baltia" after they change the name. The psychological changes are the most important for consumer and investor interest.

Most NFL teams got their name through fan voting, and I bet you those of us who watch football can name every single one of the 32 teams by heart. This company should do the same thing. Come up with some suggestions, and ask the shareholders what they want the company's name to be. If we as shareholders love the name, wouldn't that suggest that others will love it as well?