When it comes to the tech industry, battles over names are nothing new; there have been fights over everything from iPhone and Face to Metro and App Store.
But those disputes have played out in courtrooms. What happens when your company ends up sharing a name with a violent extremist group currently wreaking havoc across Iraq?
That was the question facing mobile payment system Isis, which finally rolled out nationwide in November only to find the name Isis become synonymous with terror and militants.
As it turns out, the answer is: rebrand.
"However coincidental, we have no interest in sharing a name with a group whose name has become synonymous with violence and our hearts go out to those who are suffering," Michael Abbott, CEO of Isis, said in a statement. "As a company, we have made the decision to rebrand."
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The company has not yet selected a new name; "We are actively working on a new brand, and I'll share more with you as our journey progresses in the coming months," Abbott said.
The company selected Isis four years ago because it "wanted a name that brought to life our company and our values. Above all, we wanted a brand that captured the simplicity of our mobile wallet experience."
In recent months, however, Isis-related headlines have focused on the Islamic State in Iraq and the Levant (ISIS), which got it start in Syria and has since moved to Iraq, where it has toppled several cities. As The Guardian noted, the group's tactics are so questionable that even Al-Qaeda does not support them.
Isis the mobile payment firm, on the other hand, is a joint venture from AT&T, Verizon Wireless, and T-Mobile. It debuted in the fall of 2011, but did not hit the Google Play store until October 2012, when it was limited to Austin and Salt Lake City. It rolled out across the country last year for customers of those three carriers.