I always hated the CenturyLink brand. It makes me think of covered wagons: "linking you to Internet access the way your grandpappy liked it."

Story time: I worked at a CLEC in the late 90s, and my entry there was in tech support. People would call in and literally scream at me that they couldn't get better that 26.4Kbps from their dialup even though they lived in a brand new subdivision full of expensive houses, so it was obviously due to our incompetence. I'd patiently explain that rather than running new lines to their new lots, SWB had installed a pair gain, and no modem was going to get decent connections through that beast. The sheer fury these customers would direct at SWB after I told them was an awesome and terrifying thing to behold.