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Blackwater Worldwide is abandoning its tarnished brand name as it tries to shake a reputation battered by oft-criticized work in Iraq, renaming its family of two dozen businesses under the name Xe. The parent company’s new name is pronounced like the letter “z.” Blackwater Lodge & Training Center — the subsidiary that conducts much of the company’s overseas operations and domestic training — has been renamed U.S. Training Center Inc., the company said Friday.
The decision comes as part of an ongoing rebranding effort that grew more urgent following a September 2007 shooting in Iraq that left at least a dozen civilians dead. Blackwater president Gary Jackson said in a memo to employees the new name reflects the change in company focus away from the business of providing private security.
Xe? It looks like the obvious alternatives, SPECTRE and THRUSH, were unavailable.
More from Scott Horton:
Six Questions — October 18, 2014, 8:00 pm
Nathaniel Raymond on CIA interrogation techniques.
Estimated number of calories a person consumes during Thanksgiving dinner:
The earth had become twice as dusty during the past century.
A man sued Pennsylvania state police who detained him for 29 days when they mistook his homemade soap for cocaine.
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“Shelby is waiting for something. He himself does not know what it is. When it comes he will either go back into the world from which he came, or sink out of sight in the morass of alcoholism or despair that has engulfed other vagrants.”