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EVE decided it molded a better name – and yet it chose Dough

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Dough is fantastic. You can bake bread with it! Not to mention cookies, biscuits, pies, pizzas, pasta and pastries. But – as far as we know – you can not make a pc monitor with the stuff.

Maybe that’s why I can’t stop giggling at this post (via Liliputting):

The “Learn More!” has let me down every time.
Screenshot by Sean Hollister / The Verge

Eve is the company that makes the remarkable well rated but pricey Spectrum monitor – and before that the disastrous crowdfunded Eve V tablet.

Now the name of the company is Dough.

Which grammatically means that the flagship monitor is now the Dough Spectrum. It just rolls off the tongue.

Dough explains (lol) that it chose the name because it was, and i quote“available”:

To reduce shipping time and make our products widely accessible, we are entering retail worldwide this year. To legally protect our brand, we need to have a name that we can trademark. Unfortunately we cannot use EVE. But luckily for us, DOUGH is available.

The only other hint: Dough says it was looking for something “more passionate yet mature”.

While I have to give Dough the benefit of the doubt on that whole “trademark protection” thing – there are other famous Eves to contend with around the world like the smart home company and the MMO – I suspect the company might as well trying to run away from a particularly crappy SEO. Despite some praise for its recent monitors, some of the highest-quality Google results for the company include an excellent Engadget research titled “All About Eve: The Upstart PC Brand Struggling To Repay Lost Customers” and “Is The Eve Spectrum 4K a Scam? We bought one to find out.”

And here’s the Google map that pops up on top of a search for “Eve Spectrum.” Not a great look!

A star.  “Terrible experience.  Do not buy from this company!”

A star. “Terrible experience. Do not buy from this company!”
Screenshot by Sean Hollister / The Verge

We’ve covered some wonderfully embarrassing rebrands before, like WeWork’s stint as The We Company, the liars behind “Voltswagen,” and what happened when Disney ran out of Fox to give. And of course there’s Meta.

But dough?

It takes the cake.

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