Is it Sci Fi or SyFy?

Ok, so this is going to be a bit of a rant. Why the heck has the Sci Fi Channel changed its name to Syfy? Sci Fi was cool to start with, but rebranding for the sake of rebranding? What the heck man? What, are they worried that people won't get how to say sci fi and so they feel the need to spell it phonetically? Are they worried Canadians will be confused by sci fi and pronounce it "sky fee"... if that was the case, they should have changed it a long time ago when they first came out with the sci fi channel. Any who, I'm home sick today and there's a Dr. Who Marathon on so I'm watching lots of Dr. Who episodes... YAY!