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And the new name of the Big East is ...

Look, I understand bureaucratic suits aren't the most imaginative people in the world. If they were, there'd be no image-consultant industry.

But, really, you guys. This time you didn't even try.

The American Athletic Conference? This is what the braintrust came up with to replace "The Big East"?

Not only is it bland, it's not even accurate. Fact is, every big-boy college athletic conference is an American Athletic Conference. So the snooty qualifier -- "the" -- doesn't really fit, does it, boys and girls?

Hey, if you're going to rename your conference, go bold and inject some brutal honesty into the equation. For the Big East, this could result in the Hey, What About Us? Conference. Or the Hell, Yes, We'll Take Tulane Conference. Or the Fine, Then, Go Running Off To the ACC, Ya (Bleeps) Conference.

Or, for those of a less surly bent: The Thank God Rutgers Is The Big Ten's Problem Now Conference.

Ben Smith's blog.