Do you really care what the place is called? Definitively and unambiguously, yes, I care about what the place is called. With the recent trend for acceptance of increased revenue in exchange for lost ambiance and tradition, I guess I shouldn't be too surprised if some people give a slight pause, groan, but then eventually accept this proposal. Personally, I'll hold a grudge towards that geriatric elf until he chokes on dry toast. Even in the hyper-cynical realm of the sports world and this message board, I hope that the majority of Cubs fans would see this as an untouchable. UnderArmour ads on the walls ... ugh ... but I'll deal. Eyesore centerfield batter's-eye outhouse - pointless, but I can live with it. New Japanese-language advertising to "welcome" Fukudome and increase marketing to Asian-American baseball fans: blah, but more fans is always a good thing I guess. Changing the name of the field (one of only a few truly iconic items associated with the team ... ivy, scoreboard and marquee complementarily) is a taboo, hands-down. Yes, it's advertising already, I know. But there's still something to be said for tradition and posterity, in despite of trends. Identity is a term over-used and under-valued, and the Cubs, Cubs fans, and Wrigley (like it or not) are elements of an identity tied to Chicago National League baseball. Start messing with the icons of that identity, and you won't have to move the team to the suburbs to achieve that perfectly sterile, mega-mall, baseball+sushi+convenient shopping+all brought to you by our good friends at Verizon type of atmosphere ... you'll have it on-site in the [insert corporate name here]-ville neighborhood that the ballpark's located in already. When it comes to renaming Wrigley Field: go to hell, Zell. [-( ... feel free to move to rants, if necessary.