How about TheNotProfitables?
Because every one of their true fans bought their stuff to show support. Now, all of those people are going to be p$$’d off at them.
Ask Nissan how damaging it is to suddenly change your well known brand. (For those who don’t know, they were once called Datsun.)
What about Nissan? Yes I remember when they were Datsun. But I didn’t know that change caused them problems.
“We’re changing our name tomorrow!”
“Datsun?!”