What's Old is New Again

USA Today reports that AT&T will be ending the Cingular brand and replacing it with AT&T. Uh....Cingular used to be AT&T Wireless.

"Today's AT&T was known as SBC Communications until late 2005, when that
regional Bell company acquired its former parent, the AT&T Corp.
long-distance business. Several years before that deal, the AT&T
long-distance company spun off its cellphone business, AT&T Wireless, as an
independent concern. Then, in late 2004, AT&T Wireless was acquired by
Cingular, which had no real desire or legal right to adopt a brand still owned
by the AT&T long-distance business."

I just find it amusing that here Cingular has invested all that time and money in brand building over the last 6 years, and it's just scrapped like that, especially when they already had the AT&T name before, and chose not to use it.