Surprisingly, there was no press release with a rationalization for the name or any explanations of how the logo represents cutting edge technology and XFINITY’s commitment to its customers. Or whatever. The new name feels at the same time pompous and clichéd — as if there is no brighter horizon than the infinity of XFINITY but, really, nothing is as depressing as a badly placed “X,” a gesture better reserved for extreme games and products, for bad dot‐com era start‐ups and for strip‐club dancers not named Destiny. It might sound more fun than “Comcast” but at least Comcast sounds like a real company with almost fifty years of experience.
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Each time I see the new name, I want to pronounce it Xifinity rather than exfinity.