Ridgeway checks into new career Until Sheriff Hampton rode into town. Gold rush time? So the Chancellor's Autumn Statement will be heard on December 5. That will be 164 years to the day since the Californian gold rush started with an announcement to Congress. One can but hope. What's in a name? It's taken two years, the loss of one chief executive and an integration that has left some analysts tearing their hair out, but Everything Everywhere has finally decided to rebrand. Not to something sensible, like Orange or T-Mobile, the perfectly good names of its constituent parts. Instead it's chosen EE. That's "E," "E," rather than 'ee (by gum), or eezy (does it in the marketing department). You would have thought a name as daft as this would have at least one attraction in that no one else would have thought of it. You'd be wrong. The name, or abbreviation, has been used for Evil Empire, End Entity, Emergency Exit and Excess Emissions. My favourite abbreviation, provided courtesy of Google, is EE for Eosinophilic esophagitis, a nasty inflammation of the throat. It can make speaking, and therefore presumably using mobile phones, a little tricky.