I used to work on Rincon Hill and the East Cut thing happened after I moved away, so I had long wondered whether it was an old name being revived (it kinda has

I used to work on Rincon Hill and the East Cut thing happened after I moved away, so I had long wondered whether it was an old name being revived (it kinda has a gold-rush ring to it) or another real estate scheme like calling the Tenderloin “Lower Nob Hill.” Going by the article maybe you can just pay a branding company and they’ll get Google to rename your neighborhood whatever you like? Upper Biztos Heights here I come!