Blackwater Worldwide has changed its name to Xe (pronounced zee).

A spokesman said the company's rebranding effort reflects a change of business focus. Like Philip Morris (aka Altria) and ValueJet (now AirTran), the timing makes us think different.

In January five former Blackwater contractors pleaded not guilty to charges linked to the killing of 17 Iraqi civilians in Baghdad. The firm was involved in nearly 200 shootings in Iraq since 2005, according to a congressional report.

Famousnamechanges.net tracks those who seek to reinvent themselves in a word - whether Backrub (we call it Google) or Natalie Hershlag (Star Wars star Portman).

Do you think this Xe will make us forget about Blackwater?

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