I cringe whenever I hear my cable company is adding new channels, especially for sports I don't care about, because I know a rate hike is not far behind. Rebranding is fine if the new name and logo more accurately reflect the actual content of the shows aired. Speaking of which, I still can't believe TLC hasn't changed names yet. As "The Learning Channel" it once offered documentaries and educational programming 24/7. Now it should be called the Brides, Psychics, and Fatties Channel (BPFC).