So, first AT&T was AT&T. Then it was AT&T Wireless. Then it was Cingular. Now, and I swear I'm not making this up, it's going back to being AT&T Wireless. The rebranding will cost $2 billion. The original rebranding (from AT&T Wireless to Cingular) cost $4 billion. Brain cells it takes to keep up with this ongoing insanity: 2 billion. Seconds it should take you to switch providers as soon as your rates go up to pay for all this asinine rebranding: 4, tops.