Comcast recently unveiled their "Xfinity" Internet video service, which the company offers for free to existing TV customers in the hopes they won't cut the cord as more and more content is made available online. While the project is in beta, early impressions have been somewhat mixed, given the limited catalog and some wonky authentication and GUI issues. Hopefully Comcast users liked the Xfinity brand name, because Comcast has announced that while they're keeping the Comcast company name, they're applying the Xfinity brand name across all of the company's "technology platform and products.":By "roll out," Comcast apparently means local advertising using the brand, since most of the upgrades in these markets (including faster DOCSIS 3.0 speeds) have already been completed. One source familiar with the project tells Broadband Reports that part of the Xfinity push includes making sure every "Xfinity-upgraded" market has 100+ HD stations, 50+ Foreign Stations, and beefed up on demand offerings. But the project also involves getting Comcast's 100 Mbps tier (currently only available in the Minneapolis market) into about 20% of Comcast markets before the end of the year.

If you don't like the name, at least be happy that the company didn't use the last decade's most abused marketing meme: "Extreme!" (though it's close).