What do you think of the Marketing campaign of IHOP changing to IHOB over burgers?

www.nj.com/.../..._stupid_burgers_so_you_dont.html

Apparently people think its the stupidest thing ever. Wendys, Burger King, and other restaurant chains are poking fun at IHOP over a name change gone array.
What do you think of the Marketing campaign of IHOP changing to IHOB over burgers?
What do you think of the Marketing campaign of IHOP changing to IHOB over burgers?
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