Quick question: Would you buy a monitor from a company called Dough?

The dough is fantastic. You can make bread out of it! Not to mention biscuits, cookies, pies, pizza, pasta and pastries. But – to the best of our knowledge – you Can not Build a PC monitor with accessories.

Maybe that’s why I can’t stop laughing at this message (via) lilliputing,

The Eve is the company that makes the remarkably well-reviewed but pricey Spectrum monitors — and before it, the disastrously crowdfunded Eve V tablets.

Now, the name of the company is Atta.

Which, grammatically speaking, its flagship monitor is now Dough Spectrum. It rolls straight off the tongue.

Dough explains (lol) that he chose the name because it was, and I quote, “available”:

In an effort to reduce shipping times and make our products widely accessible, we are entering retail globally this year. To protect our brand legally, we must have a name that we can trademark. Sadly we can’t use EVE. But lucky for us, flour is available.

The only other hint: Dough says he was looking for something “more sentimental yet mature.”

While I have to give you the benefit of the doubt about that whole “trademark protection” thing — there are other well-known eves to contend with around the world like smart home company and MMOs — I suspect the company is even trying something in particular. Run away from crappy SEO. Despite some praise for its recent monitors, some of the highest quality Google results for the company include an excellent Engadget investigation title”All About Eve: Upstart PC Brand Struggling to Pay Back Leaning Customers And “Is Eve Spectrum 4K a scam? We bought one to find out,

And here’s the Google card that appears on top of a search for “Eve Spectrum”. Doesn’t look that good either!

Screenshot by Sean Hollister/The Verge

We’ve covered some pleasantly embarrassing rebrands before, like WeWork’s tenure as The We Company, the lies behind “Voltswagen,” and what happened when Disney had no Fox left to offer. And yes, there is meta.

But flour?

It takes the cake.