03/26/2009 05:12 am ET Updated Dec 06, 2017

Blackwater's First Television Ad For "Xe"

As you may have heard, late last week, the mercenary firm Blackwater had realized that their company image and brand was so badly damaged that it was time to take drastic action. So, they pulled up their bootstraps and did what any image conscious war profiteer would do. They changed their name. Yes, Blackwater is no more. Now they are "Xe." Yes, "Xe." Pronounced "zee," like the letter Z.

And what does "Xe" mean? Who the hell knows? But who says private contractors can't show their impressionistic and abstract side?

But, a name change isn't all that the newly minted "Xe" has in store for us. They've released a new television ad that reflects their new arty, mysterious direction. Take a look.

I have to admit, I love the new direction. Bold. Brash. Synergistic.

Why think of the civilians Blackwater guards slaughtered in Nisoor Square when you can get lost in the wonderfully vague world of "Xe."

And I applaud Blackwater for not pulling a Prince and changing their name to a symbol. Though I must admit, it would have been fun calling them "The Mercenaries Formerly Known As Blackwater." Now that I think about it, there's no reason why we shouldn't just call them that anyway.