EE rebranding is a missed call

Eek, they're not really going to call themselves EE are they ? Well, it's an improvement on the cumbersome Everything Everywhere; and maybe these things don't raise an eyebrow in telecoms territory also occupied by 02 and Three. Even so, EE looks more like a dull-but-worthy European quango than a consumer brand. The odd part is that the company also operates one of the great brands born in the past couple of decades. Why don't they just unite under the Orange banner? It might offend the T-Mobile end of the joint venture. But, in the age of Apple, fruit is the way to go.