Here's why this particular choice was foolish: 1) He's going to lose a TON of brand recognition overnight. 2) He seems to have gone from "I'm thinking about d

Here's why this particular choice was foolish: 1) He's going to lose a TON of brand recognition overnight. 2) He seems to have gone from "I'm thinking about doing this" to "We're going live" over the course of a weekend. This is both rushed and more based on reaction than actual thought and research. I don't see any of his customers wanting this. 3) Morale for employees there already seems to be terrible. Having them implement a rebrand over a weekend on a whim makes him seem like a dictator. 4) From a practical perspective the name X is foolish. The word "tweeted" is a verb used every day on the news. Companies would kill to have that level of their product within the culture. Now they will say what? "exed"? No one will say that because the audience won't know what it means and it has the negative connotation of something you've moved away from (ex-husband, ex-girlfriend, etc.).