Kind of like when Comcast became Xfinity, or when Blackwater became Xe became Academi, or when Nazis became the Alt-Right.

When your behavior is so reprehensible that you have to change your name, perhaps you should be looking at something more substantial than just changing the optics:

Cable lobbyists don’t want to be called cable lobbyists anymore. The nation’s top two cable industry lobby groups have both dropped the word “cable” from their names. But the lobby groups’ core mission—the fight against regulation of cable networks—remains unchanged.

The National Cable & Telecommunications Association (NCTA) got things started in 2016 when it renamed itself NCTA-The Internet & Television Association, keeping the initialism but dropping the words it stood for. The group was also known as the National Cable Television Association between 1968 and 2001.

The American Cable Association (ACA) is the nation’s other major cable lobby. While NCTA represents the biggest companies like Comcast and Charter, the ACA represents small and mid-size cable operators. Today, the ACA announced that it is now called America’s Communications Association or “ACA Connects,” though the ACA’s website still uses the americancable.org domain name.

Seriously, there is a reason that everyone hates your clients .