Note the subtle differences.
Gamers the world over had a lot to say about the announcement that Infogrames had changed its name to Atari. The move wasn't really a surprise; Infogrames had owned the rights to the Atari name for some time (ever since they took over Hasbro) and had been using it as a publishing label. The company, based in France, had previously been using a swirly armadillo logo. Because, as we all know, armadillos are common ... In France.

Personally, I think it was a great move. We, as gamers, are familiar with the Atari name, as well as the logo that looks like a nuclear reactor. It brings us back to the atomic days of our youth: where my friend Bryan could make his one lousy Pitfall turn last for over an hour and then whenever we got the joystick we jumped right onto the scorpion within 30 seconds. Then, the screaming. And the cursing. The jar of nacho-cheese dip would be overturned in the ensuing scuffle. Afterwards, we all rode our bike up to Joe's house to see what happens when you put an egg in the microwave. That's what Atari means to me.

The story really brings to light an announcement of my own I'd like to make. Now that my press release is on the wire, I feel comfortable chatting about it. I've acquired the rights to the name "Frank Sinatra," and I'll be using it as my own from now on. Mr. Sinatra, having passed away, no longer needs it.

Now, you might argue that I didn't have anything to do with Frank Sinatra's music, which made him famous, or his way with the ladies, which makes him my hero. You might further argue that I'm just using the Frank Sinatra name solely for my own personal financial gain. The latter point is wholly untrue: I am also using it to bag some dames, rat-pack style.

I'm doing it my way.

Similarly, you can hardly tell the difference between me and the Chairman of the Board.
I'm not saying the switch wasn't a hassle. Changing my name and getting those blue contact lenses took up a lot of my time. But, frankly speaking (no pun intended), it's simply better branding for me, as a person. It furthers my personal and financial goals for this quarter.

"But Frank," people often say to me. "You can't even sing!" That's beside the point: I'm Frank Sinatra. He's internationally recognized, and now, so am I. I'll be using the Frank Sinatra name to release some of my own sensational singles, including this modern remake of Strangers in the Night:

Strangers logged online
Exchanging text chat
Wondering while online
What chances were that
They'd be sharing love...
Or that they both were 14-year-old boys?

It's gonna go triple-platinum! And if it doesn't, I'm gonna make a bid for Michael Jackson's name.