Last week Comcast unveiled their plans to rebrand their Internet, VoIP and TV services all under the “Xfinity” monicker. While Comcast was hoping to create a modern brand that could do battle with AT&T U-Verse and Verizon FiOS, the decision to misspell infinity with “extreme” and painfully cliche 90’s brand stylings wasn’t a particularly inspired or creative choice. The name change was giggled at by users and taunted by blogs. Now Time has taken the mocking one step further, placing it at number one on a list of the “top ten worst corporate name changes” (even worse than Syfy!) even though technically Comcast isn’t changing their name. “Xfinity is infinite potential,” Comcast executive David Watson cornily tells Time.

“Comcast hopes the new moniker will help customers forget the high prices and poor customer service for which it has been criticized in the past,” responds the magazine. Of course “U-Verse” really isn’t any better, but that hasn’t stopped AT&T from selling VDSL, IPTV and VoIP.

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