EVE determined she had give you a greater identify – and selected Dough anyway

The dough is incredible. You can also make bread with it! To not point out cookies, desserts, pies, pizza, pasta and pastries. However – to our data – you can’t make a computer monitor with stuff.

Possibly that is why I can not cease guffawing at this message (by way of Lilliputian):

Screenshot by Sean Hollister / The Verge

Eve is the corporate that makes the remarkably well-reviewed however costly Spectrum monitor — and earlier than that, the disastrously crowdfunded Eve V pill.

Now the corporate identify is Dough.

Which, grammatically talking, means its flagship monitor is now the Dough Spectrum. It rolls proper off the tongue.

Dough explains (lol) that he selected the identify as a result of it was, and I quote, “out there”:

In an effort to cut back supply time and make our merchandise extensively out there, we’re getting into world retail this yr. To legally defend our model, we have to have a reputation that we will trademark. Sadly, we can not use EVE. However fortunate for us, DOUGH is offered.

The one different clue: Dough says he was on the lookout for one thing “extra passionate, however extra mature.”

Whereas I’ve to present Dough the advantage of the doubt about the entire “trademark safety” factor – there are different well-known Eves to deal with world wide, just like the sensible dwelling firm and the MMO – I think the corporate may additionally be attempting to get away from significantly unhealthy web optimization. Regardless of some reward for its current screens, a few of Google’s highest-quality outcomes for the corporate embrace a wonderful Engadget the investigation entitled “All About Eve: The Upstart PC Model Struggling To Pay Again Deserted Prospects” and “Is The Eve Spectrum 4K a rip-off? We purchased one to search out out.”

And here is the Google card that pops up above a seek for “Eve Spectrum.” Not an ideal look!

Screenshot by Sean Hollister / The Verge

We have coated some delightfully embarrassing rebrands earlier than, like WeWork’s time as The We Firm, the mendacity liars behind “Voltswagen,” and what occurred when Disney ran out of Fox to supply. And naturally there’s Meta.

What about Dough?

We’d like cake.