Turns out that Comcast, the media conglomerate with over 47.1 million cable, Internet, and telephone customers, won't just have to fret about integrating a struggling brand (NBC) into its fold. Now, the company has to deal with all the jokes about the new name for its core products. Though the parent company will retain the Comcast name, next week its cable, telephone, and Internet services will be rebranded "XFinity" in eleven markets, and nationwide thereafter.

XFinity? Huh? It's no surprise that the blogosphere had a field day with the name. Gizmodo called it the "worst, pseudo-pornographic, retrofuturistic marketing dollars can buy." Another well-trafficked blog, The Consumerist, also said Xfinity sounded like a porn company. "Sorry, it just does," the site wrote. In a very unscientific poll, I asked a few people for their first thoughts when I mention the word XFinity. The responses: "Porn." "Porn." "Stupid." "An energy drink or a porn site." "Stupid name." "Not positive." "Extreme sports." "A satellite something." "A car." "Drugs and porn."

At least one brand guru is also shaking his head in disbelief. "It's a complete and total waste of time and resources," says Rob Frankel, who has consulted for companies like Disney, Burger King, and Sony. "Nobody has a clue as to why they did this, or what the name means. If you are going to rebrand, it should communicate a strategy. Now, you'll just say the old Comcast guys f----d up my cable.'"