The notorious gas station chain is getting a name change under new ownership. Is it just a rival liquidating competition, or are there deeper reasons to be suspicious?

In a blow to ironic merch collectors everywhere, the owners of the gas station chain Kum & Go announced they’re planning to retire their infamous name earlier this month. After acquiring the chain last spring, competing Utah brand Maverik decided to reshape the stores in their own image, and while they’re unlikely to release an official statement on why, the most probable answer won’t surprise you.

“I think there was some concern about the inadvertent double entendre of the Kum & Go name,” an anonymous former member of Maverik recently told CSP Daily News.