Earlier in the year, I wrote this post about a site a friend told me about called "This Young House."
Yes, it's highly irksome that a big, successful brand (that shall not be mentioned) took notice of "Young House Love" and its former name and decided to go after it. But rather than get pissed off, I agree with John & Sherry. This is a fantastic opportunity to expand their brand–their brand–without being tied, even subtly, to a brand name that is antiquated and has little relevance to what they do.
John and Sherry are a lot more polite than I am, so I'll say what they might not want to: Fuck 'em.
It seems like a big deal to change a name mid-stream, but it's really not. Sure, it requires a little work, but in the end it's worth it. I used to work for a little website called "The Mining Co." With this name, they saw some success, but let's face it, miningco.com was a bit cumbersome. They quickly realized they needed a name that could be easily recognized, branded, and marketed. In one huge marketing campaign, they change the name to About.com and no one has looked back since.
So here's to a new day, and a new love: "Young House Love."