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Dough is implausible. You may make bread with it! To not point out biscuits, cookies, pies, pizzas, pasta, and pastry. However — to the most effective of our information — 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):
The “Be taught extra!” has me in stitches each time.
Screenshot by Sean Hollister / The Verge
Eve is the corporate that makes the remarkably well-reviewed however expensive Spectrum monitor — and earlier than that, the disastrously crowdfunded Eve V pill.
Now, the corporate’s title 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 title as a result of it was, and I quote, “out there”:
Within the effort of reducing off transport time and making our merchandise broadly 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 out there.
The one different trace: Dough says it was on the lookout for one thing “extra passionate but mature.”
Whereas I’ve to provide Dough the good thing about the doubt about that entire “trademark safety” factor — there are different well-known Eves to deal with all over the world, just like the sensible dwelling firm and the MMO — I believe the corporate may additionally be making an attempt to run away from some significantly crappy search engine marketing. Regardless of some reward for its latest displays, 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!
One star. “Horrible expertise. Don’t purchase from this firm!”
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.
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