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College football: And the name is ...

The word is out on the name for the new 4-team college football playoff that will replace the BCS, and the word is let's hope no one spent a lot of money hiring a marketing firm to come up with something.

That's because the name of the college football playoff will be ... drumroll, please ... College Football Playoff.

Umm, OK.

BCS executive director Bill Hancock said they wanted something simple and not "cutesy," although he didn't elaborate on why the commissioners bypassed "clever" and "original" as well. They did, apparently, spend a lot of time on "numbingly obvious," however.

What a shame. Would have loved to have seen something a little cheeky, like, At Least It's Not The BCS. Or, considering who was making the decision: Here, Ya (Bleeps), Are Ya Happy Now?

Now that sings.

Ben Smith's blog.