If to you, the phrase "Esat Clear" has never exactly burned incandescent with hot Internet associations, the same point has occurred to Esat's bosses.
Esat has apparently decided to take full advantage of the brand power of its recent acquisition, and will redeploy its Internet-related businesses under the higher profile Ireland On-Line moniker.
More significantly, Esat managing director Denis O'Brien continues to build up Esat's Net assets with the planned purchase of Dublin website design company Labyrinth.
Labyrinth has grown from a handful of people three years ago to become one of the larger website-builders in the State, with sites like Bord Failte and Jameson under its belt. Following a couple of awards the agency is riding high at the moment.
So, bemused industry insiders are wondering what - besides the obvious inducement of cash - could tempt managing director Eddie Murphy into such a deal.
In the ultra-hip Web business, telco associations are widely seen to take much of the cutting edge glamour off new media agencies.
At any rate, if the purchase goes through as planned, Labyrinth will find it hard to retain a separate identity and not be subsumed into its parent.
