Siffy-de-do-dah

It's official. As of yesterday, the SciFi Channel is the Siffy Channel:

What's in a name? For the SciFi Channel, which morphs into “SyFy” effective today (Tuesday, 7/7), a new name means a new identity, even if the cable channel is kinda sorta the same as it was before in terms of the shows it airs.

The marketing folks call this “rebranding,” and it has become a relatively common thing for cable networks that want to update their image in a bid to attract new viewers and, on the business side, new sponsors.

[. . .]

It really comes down to the way we all communicate these days. In a world of texts and tweets, “Syfy” -- a four-letter word with only three letters -- is easier to type on the go than “SciFi.” In other words, it's "more portable." The company believes its new name will have its community of viewers talking, Twittering, and texting about "SyFy” even more than they did about “SciFi.”

Sorry, marketing and branding geniuses. I know you say we're supposed to keep pronounsing it SighFI, but it looks like Siffy to me. Maybe it's time to get out the old cut-and-paste syssors or go fyshing for a better idea.