Yeah, me neither, but it appears that Boeing thinks that this it might work for their 737 Max aircraft.

I think that they really do not understand the gravity of their problem:

Boeing Co. is open to dropping the “Max” branding for its latest 737 jetliner, depending on an assessment of consumer and airline responses to an aircraft name that’s been tarnished by two fatal crashes and a three-month grounding.

“I’d say we’re being open-minded to all the input we get,” Chief Financial Officer Greg Smith said Monday in an interview on the sidelines of the Paris Air Show. “We’re committed to doing what we need to do to restore it. If that means changing the brand to restore it, then we’ll address that. If it doesn’t, we’ll address whatever is a high priority.”

For now, executives insist they have no immediate plans to drop the Max name for something less associated with tragedy, such as the product numbers that marked earlier generations of the company’s best-selling aircraft. A name change would be a retreat for the planemaker, which has worked hard to capture the imagination of travelers with monikers such as Max and Dreamliner, as the 787 is called.

Clearly, inadvertently programming your airplanes to become implacable death machines is not your problem, it is all just a f%$#ing branding problem.

We need to burn down every business school in the nation.