In September 2014, a farm and ranch store chain in the Pacific Northwest threw away its name.
Not because the name was bad. Customers liked it. It had decades of recognition in Montana, Idaho and Washington.
They changed it because you could not find the company on Google.
The owner put it plainly at the time: "Our customers have been telling us we have to be available and clear about who we are online."
Big R became North 40 Outfitters. And the reason is one of the cleanest illustrations anywhere of how the internet quietly rewrote the rules for naming a business.