at&t – Your world. Obfuscated.

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at&t. Your world. Obfuscated.This one has me reaching for the Advil.

Digital Trends is reporting that today, AT&T announced that they will be re-branding Cingular Wireless as… you guess it, AT&T Wireless. Again.

For those of you not keeping score at home, I decided to layout a basic history of events that lead us to this point. This list of events is surely not complete, and some of the events have been reordered for clarity, but this should give everyone a clear understanding of the lunacy that got us here.

So, without further ado….

1 ) AT&T creates a wireless division which they call, AT&T Wireless.
2 ) AT&T Wireless spins off of AT&T into a separate company.
3 ) Bellsouth and SBC roll their wireless companies together into a new company called “Cingular.”
4 ) Cingular buys AT&T Wireless for $41 Billion. They then spend an estimated $4 Billion advertising the merger.
5 ) SBC (60% owner of Cingular) purchases AT&T (parent company) for $16 Billion.
6 ) SBC renames themselves at&t (lowercase).
7 ) “at&t” (SBC) purchases co-owner of Cingular, BellSouth, for $67 Billion.
8 ) at&t (consisting of the former SBC, AT&T, Bellsouth, Cingular, and AT&T Wireless) renames Cingular Wireless “at&t Wireless” and spends another $2 Billion advertising the change

Let’s not forget this list doesn’t even cover the original antiturst split of “Ma Bell”, which led to the creation of companies like SBC and BellSouth in the first place.

That is a lot of zeros folks.
No wonder AT&T wants to create a tiered Internet, and charge companies like Google, Vonage, and Amazon to use “Their pipes.” Someone has to pay those bills, and my bets are on Joe Consumer.