gmac that sue mentioned before, gmac ban becoming allied bank. gmac was notoriouse for s of the subprime loans that lednc t the fil crisis, right? >> absolutely. they want to break away past. the gmac was literally drowned out by the whole subprime scandal. one of the best ways for a company tona s change is through a naming and identity program. it's the only public way one can do that. question is how well you do it, how well do you manage the process but most importantly, you know, what do people think? what's the perception espially from t investor market. >> you point out that an unsuccessful name change, and i'm sure there has been more than this one, but this one everybod will probably remember, research in motion became sackberry. yo by the time they did that and tried to become more hip and more relevant, it was too late. >> yes, i mean, they lost tir relevance. i remember recommending research in motion back in 2000 change its name to blackberry but they were too aogant to recognize important brand was blackberry. that hurt them from a