The good news: Yahoo clearly has not spent a cent devising “Altaba”, the new name for the investment company that will be left after the operating business is sold to Verizon. The bankers’ working title of “RemainCo” is hardly less exciting.
Further good news: the people who came up with what seems to be a combination of “alternative” and “Alibaba” (Yahoo’s stake in which is its most valuable asset) did not decide to call the new company “Alibernative”.
The bad news: one underwhelming naming ceremony does not signal an end to wilder rebrandings.
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