EVE decided it kneaded a better name — and yet it chose Dough

Dough is incredible. You may make bread with it! To not point out biscuits, cookies, pies, pizzas, pasta, and pastry. However — to the perfect of our data — you can’t make a PC monitor with the stuff.

Maybe that’s why I can’t cease laughing at this message (by way of Liliputing):

Eve is the corporate that makes the remarkably well-reviewed however dear Spectrum monitor — and earlier than that, the disastrously crowdfunded Eve V pill.

Now, the corporate’s identify is Dough.

Which, grammatically talking, means its flagship monitor is now the Dough Spectrum. It rolls proper off the tongue.

Dough explains (lol) that it selected the identify as a result of it was, and I quote, “accessible”:

Within the effort of reducing off transport time and making our merchandise extensively accessible, we’re getting into retail globally this 12 months. To legally shield our model, we have to have a reputation that we are able to trademark. Sadly, we are able to’t use EVE. However fortunate for us, DOUGH is obtainable.

The one different trace: Dough says it was searching for one thing “extra passionate but mature.”

Whereas I’ve to provide Dough the advantage of the doubt about that complete “trademark safety” factor — there are different well-known Eves to cope with world wide, just like the sensible house firm and the MMO — I believe the corporate may additionally be making an attempt to run away from some notably crappy web optimization. Regardless of some reward for its latest screens, a few of the highest high quality Google outcomes for the corporate embody a superb Engadget investigation titled “All about Eve: The upstart PC model struggling to pay again jilted prospects” and “Is The Eve Spectrum 4K a Rip-off? We Purchased One to Discover Out.”

And right here’s the Google card that seems atop a seek for “Eve Spectrum”. Not an amazing look!

Screenshot by Sean Hollister / The Verge

We’ve lined some delightfully shameful rebrands earlier than, like WeWork’s stint as The We Firm, the mendacity liars behind “Voltswagen,” and what occurred when Disney had no Fox left to provide. And naturally, there’s Meta.

However Dough?

It takes the cake.