JimK:  Man, when the lowest form of entertainment life other than an agent throws you under the bus, you’ve really screwed up.

With the Sci-Fi Channel being lampooned for its decision to change its name to SyFy—a slew of syphilis jokes have arisen over the rebranding—the advertising agency representing the channel took the extraordinary step Thursday of distancing itself from the name-change call. Ken Runkel, executive director of Landor Associates, the branding firm hired by Sci Fi, told today’s (Friday) New York Post, “Yes, we worked with the Sci-fi Channel, and it hired us to consult on the project. However, SyFy was a name generated internally and pretested at the channel before our involvement.”

Ouch.