On July 7, The Sci Fi Channel will cease to exist and it will be replaced by the SyFy channel. What’s the difference you might ask? Well, for one thing, they can trademark SyFy. Scifi was considered to be a generic term and no way of spelling it in a traditional manner would allow them to own the name out right.

Additionally, there’s the geek shame. For better or worse, they feel that a name like sci fi scares away a portion of the audience. Interestingly though they are trying to win an audience who doesn’t recognize syfy as an alternate spelling of the same term.

Network execs are imploring their viewers not to get upset. The net isn’t exactly running away from its fanbase with its new slate of programming: “Warehouse 13” boasts a geek-friendly “X-Files”-style premise involving two FBI agents assigned to “a warehouse in the middle of nowhere,” as Howe puts it. “It’s bang in the middle of where we believe our brand needs to live,” he said.

Other upcoming shows include “Battlestar Galactica” spinoff “Caprica” and “Stargate Universe,” the third live-action installment in the “Stargate” TV franchise (starring Robert Carlyle).

The name change also includes a new partnership with Acclaim for a SyFy game division. The deal is to develop two games a year that Syfy will have the option to develop into TV shows.