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Unfortunately it works. Consumers are dumb. The HBO show The Wire covered this, the drug dealers were losing customers because of low quality product. They rebranded so they could continue selling the same crap. This tactic works. Comcast did a real life version of this in the US, year after year they were rated as one of the worst ISPs, they rebranded as Xfinity and people seemed to stop complaining.
I don't think they stopped complaining so much as they still called them comcast in their complaints.