Not sure what company was originally called BackRub? Why don't you BackRub it?

As you may have heard, creepy-scary private military firm Blackwater recently changed its name to Xe (pronounced zee or zé, or maybe even ché). Silly as the change looks on paper and pixels, we all get the motivation behind this move: if you have a bad image, you “rebrand.” (In the BL – Before Listicles – days, for instance, whenever we told people about the new site we were working on they would hear “testicles,” and we contemplated a name-change.)

As we’re all brand-savvy now, it’s not just corporations that change names, but also towns, people and small businesses. mental_floss takes us through some of the best recent re-brands with their listicle of 9 People, Places and Things That Changed Names. Can you guess what their number 1, BackRub (at right), is now called?