The whole naming situation at the Building Currently Known as the Wells Fargo Center has been a running joke for two decades — a monument to the follies of modern capitalism. It's been called, in just 22 years, the CoreStates Center, the First Union Center (not to be abbreviated), the Wachovia Center and finally the WF Center. That's because stable, well-run companies rarely put their names on arenas — instead it's the worst profit-chasers desperate to get their name out there before would-be customers or day traders, who inevitably go under or get swallowed by the bigger fish. Meanwhile, I've noticed that at some point KYW just started calling it "the Center" and at least for a while the Sixers also weren't calling it the Wells Fargo Center, presumably because they don't like the bank. So why even continue this farce?