Is Comcast hiding behind a new name?

On February 3rd Comcast posted an article announcing that they have officially launched a new brand for their technology platforms and products. In my experience when a well established company changes brands it is due to one of two factors. 1) They have been purchased and are merging entities or 2) They are hiding their past discrepancies with a new name.

Simply put, XFINITY is about offering our customers more — more HD, more speed, more choice and more control over their services. XFINITY is the culmination of years of work to transition Comcast’s network and products to a platform that will now offer 100+ HD channels, 50 to 70 foreign-language channels, approaching 20,000+ VOD choices, incredibly fast Internet speeds (50 Mbps growing to 100+ Mbps) and thousands of TV shows and movies online for our customers to watch whenever and wherever they want.

Reading the above statement does this not describe exactly what they are already doing? To me it seems Comcast is trying to take the easy way out and fool consumers into thinking there is a new king in town. The gates are open let me hear your thoughts.

via Comcast Launches XFINITY : Comcast Voices | The Official Comcast Blog.