IHOP says it’s “flipping” the “P” in its name to become “IHOb,” promising on Twitter that all will be revealed on June 11. Is this just a publicity stunt, or will the pancake chain really have to update all of its signs? Doc wonders how the marketing benefit is worth it – even if this change makes everyone talk about IHOP for a while, the chain will have to pay to update its legal filings, its restaurant signs and many other details with the new name.

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