The name is an ugly one, a made-up Latin name, and that always sends a warning to this old Latinist that a company is being renamed so that it can be sold. The company's president, Jean-Pierre Remy, swears this ain't so. Instead it's a way for further definition in the marketplace. Our friend Henry Harteveldt of Forrester Research suggests that "the new name provides the company enough independence from the 'Mother E' that the business travel unit could be positioned down the line either for a sale or spin-off. At the same time, it's possible that the company wants to make 'Expedia' stand for nothing but B2C and that they want the business travel unit to have its own identity and value in the business travel marketplace."