GoTo to Overture.com??

[ihelpyou]

GoTo is changing it's name and logo to www.overture.com taking affect on October 8th.

I truly do not know the reasoning behind this. Does not make much business sense to me.

[highman]

I think GoTo reasoning lies with its similarity to other 'Go' related sites and a need to create its own brand. Whether it will work or not is a different matter.

It does seem a waste of branding effort

[Mel]

Incredible - It seems like an excerise in reverese branding.

[ihelpyou]

For sure! How long have we known them as GoTo? 3 years? Longer?

I simply do not see it. LOTS of big bucks down the drain on branding alone. So what if Go is close? I do not see it.