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AT&T Wireless: they just love that name

AT&T Wireless: they just love that name

Molly Wood Former Executive Editor
Molly Wood was an executive editor at CNET, author of the Molly Rants blog, and host of the tech show, Always On. When she's not enraging fanboys of all stripes, she can be found offering tech opinions on CBS and elsewhere, and offering opinions on everything else to anyone who will listen.
Molly Wood
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 . 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.