Xe? WTF?

The infamous Blackwater Security firm is changing its name, apparently in a move to distance itself from all the bad press (goddam liberal media) it's gotten from slaughtering unarmed Iraqis and generally acting like a swarm of lawless desert bikers from Road Warrior.

So I can see why a little plastic surgery might be needed, but "Xe"? What the fuck is that, and who even knows how to pronounce it? Or, if you heard it pronounced, how to spell it? That question will always come up, and the answer obviously will be something along the lines of "we used to be Blackwater".

If you want to refurbish your image, especially one that is as tarnished as Blackwater's, you ought to consider going another way. Something like "We Love Puppies (and Will Provide Security)" would be a better name.

Just a suggestion. Of course since the Prince family, the fascist founding fathers of Blackwater, are deeply fundo-religious, they could have gone with "Jesus Security" or something like that. Corporate motto: If Jesus had chosen us for his security, he'd still be here"...