The private military contractor firm Blackwater Worldwide has decided to change its name in attempt to rebrand the company’s image. Blackwater will now operate under the name Xe, pronounced like the letter “z.” Blackwater’s decision comes less than a month after the Iraqi government announced it will refuse to renew Blackwater’s operating license. In 2007, Blackwater guards killed seventeen Iraqi civilians in an unprovoked massacre in Baghdad’s Nisoor Square.