It's official. How long until it drops AOL itself? My guess: not very.

My favorite part of this branding kerfuffle (that's right, I said kerfuffle), was back in August, when the chief of the AOL division tried to spin the potential renaming as being for the benefit of the AOL division. His claim was that "any controversy or criticism involving the corporate entity [AOL Time Warner] has actually hit our consumer brand". Hm... I see. Now what has been the primary source of "controversy or criticism" for AOLTW, lately? Oh yeah, its merger with AOL.