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They only get away with it because it's easier to let them. But if we collectively refuse to acknowledge it then the rebranding tactic will no longer be valid.
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.