The notorious military contractor Blackwater rebranded to 'Xe Services' in 2009. They were coming off a lot of heat 2007 incident where their employees killed a

The notorious military contractor Blackwater rebranded to 'Xe Services' in 2009. They were coming off a lot of heat 2007 incident where their employees killed a number of Iraqi citizens. I remember hearing that the name change was meant to obfuscate the company as searching for Xe didn't yield many results in search or documents. And Blackwater sounds dangerous. Newspapers continued to use "the company formerly known as Blackwater". Even wikipedia has it under Blackwater. In 2011, they went a step further and changed their name again to 'Academi', which is pretty funny. https://en.wikipedia.org/wiki/Blackwater_(company) https://en.wikipedia.org/wiki/Blackwater_(company)