When something is so bad that just the mention of the name of that thing makes people shiver with disgust, what is the best thing for the people associated with that thing to do? Change the name of that thing to make it sound like something completely different, of course? Let’s say you run a billion dollar company that most people associated with killing millions of people through tobacco products. I am referring to Philip Morris, of course. What do you do if you run this bad name company? Change it to Altria, of course.