In 2010 Comcast decided that a good way to take aim at services like AT&T's U-Verse and Verizon's FiOS would be to change the name of all of their services to "Xfinity." Though the Xfinity rebranding did coincide with some substantive improvements to services (including the expansion of a 100 Mbps tier), most people generally found the move a little silly, noting the name sounded like a new porn channel. Following on the heels of Comcast in the States and Telus (their Optik brand which falsely suggests last mile fiber) in Canada, Shaw's launching new ads for their "Exo" branding, which this video attempts to explain. The idea of course is to sex up existing services with a brand refresh, but judging from the initial response in our Shaw forum, users aren't all that impressed.