Sci Fi Channel is going to rebrand itself as "Syfy"

They need own a name, it seems:

"We couldn’t own Sci Fi; it’s a genre," said Bonnie Hammer, the former president of Sci Fi who became the president of NBC Universal Cable Entertainment and Universal Cable Productions. "But we can own Syfy."

Which is all well and good. Except that the name you own is pronounced "Siffy" and evokes the mental image of either a sock puppet (below) or syphilis.