Disney’s recently acquired 20th Century Fox TV studio is the latest to have the “Fox” name dropped, with the company announcing today that it’ll be rebranding the studio to just 20th Television, as part of a larger rebrand for all of Disney’s TV studios.

The news comes after Disney enacted a similar name change for 20th Century Fox and Fox Searchlight Pictures film studios earlier this year, although those slightly more sensible renames simply dropped the “Fox” to become 20th Century Studios and Searchlight Pictures.

Why Disney decided to go with 20th Television instead of the more aesthetically matching “20th Century Television,” we may never know.