Dough is implausible. You may make bread with it! To not point out biscuits, cookies, pies, pizzas, pasta, and pastry. However — to the most effective of our data — you can’t make a PC monitor with the stuff.

Maybe that’s why I can’t cease laughing at this message (through Liliputing):

“Eve is now Dough. Learn more!”

The “Be taught extra!” has me in stitches each time.
Screenshot by Sean Hollister / The Verge

Eve is the corporate that makes the remarkably well-reviewed however dear Spectrum monitor — and earlier than that, the disastrously crowdfunded Eve V pill.

Now, the corporate’s identify is Dough.

Which, grammatically talking, means its flagship monitor is now the Dough Spectrum. It rolls proper off the tongue.

Dough explains (lol) that it selected the identify as a result of it was, and I quote, “out there”:

Within the effort of chopping off delivery time and making our merchandise extensively accessible, we’re getting into retail globally this 12 months. To legally shield our model, we have to have a reputation that we will trademark. Sadly, we will’t use EVE. However fortunate for us, DOUGH is on the market.

The one different trace: Dough says it was on the lookout for one thing “extra passionate but mature.”

Whereas I’ve to provide Dough the good thing about the doubt about that entire “trademark safety” factor — there are different well-known Eves to deal with all over the world, like the good dwelling firm and the MMO — I believe the corporate may additionally be attempting to run away from some notably crappy website positioning. Regardless of some reward for its current displays, among the highest high quality Google outcomes for the corporate embody a wonderful Engadget investigation titled “All about Eve: The upstart PC model struggling to pay again jilted clients” and “Is The Eve Spectrum 4K a Rip-off? We Purchased One to Discover Out.”

And right here’s the Google card that seems atop a seek for “Eve Spectrum”. Not an excellent look!

One star. “Horrible experience. Do not buy from this company!”

One star. “Horrible expertise. Don’t purchase from this firm!”
Screenshot by Sean Hollister / The Verge

We’ve coated some delightfully shameful rebrands earlier than, like WeWork’s stint as The We Firm, the mendacity liars behind “Voltswagen,” and what occurred when Disney had no Fox left to provide. And naturally, there’s Meta.

However Dough?

It takes the cake.

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