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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.
Mark Denbeaux on the NCIS cover-up of three “suicides” at Guantánamo Bay Detention Camp
From the June 2014 issue
Hours per day that a death-row inmate in China wears hand and ankle restraints:
A multidisciplinary team detected cardiac arrhythmia in the works of Beethoven.
There was a run on cases of 5.56mm M855 green-tip rifle bullets, after the White House moved to ban their manufacture and sale because they can pierce police armor.
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“He could be one of a million beach-bound, black-socked Florida retirees, not the man who, by some odd happenstance of life, possesses the brain of Albert Einstein — literally cut it out of the dead scientist's head.”