Blackwater Worldwide is abandoning its tarnished brand name as it tries to shake a reputation battered by oft-criticized work in Iraq, renaming its family of two dozen businesses under the name Xe.

The parent company's new name is pronounced like the letter "z."

Xe your hair smells terrific!
I am Xe very model of a mercenary general.
Oh, say can you Xe...

(future SadlyNo headlines?)

Blackwater Lodge & Training Center - the subsidiary that conducts much of the company's overseas operations and domestic training - has been renamed U.S. Training Center Inc., the company said Friday.

"U.S. Training Center Inc." . That's pretty bland. What about "Xe-Nu Teegeeack Missile Range", or "Xe Thetan Operations Center" ?