Datacentres are deeply unpopular – so the geniuses at OpenAI are rebranding them | Arwa Mahdawi

These resource-guzzling centres drive up utility bills and are hated across the political spectrum. Cue a clunky, but potentially influential, new name for them Jesus may have turned water into wine, but Donald Trump has done one better: he turned Lake Ontario into Lake America and the Gulf of Mexico into the Gulf of America. And then, for his next trick, he insisted we all stop talking about artificial intelligence (AI) and call it superintelligence (SI) instead. Those, of course, are only a few of the name changes the president has ushered in. When he’s not golfing or commenting on senators’ buttocks, president Trump loves a rebranding project. Which makes sense: coming up with a new name is far easier than making meaningful improvements to people’s lives. Continue reading...

Arwa Mahdawi · Tue, Nov 3, 2026, 8:58 AM
US news | The Guardian

Datacentres are deeply unpopular – so the geniuses at OpenAI are rebranding them | Arwa Mahdawi

These resource-guzzling centres drive up utility bills and are hated across the political spectrum. Cue a clunky, but potentially influential, new name for them

Jesus may have turned water into wine, but Donald Trump has done one better: he turned Lake Ontario into Lake America and the Gulf of Mexico into the Gulf of America. And then, for his next trick, he insisted we all stop talking about artificial intelligence (AI) and call it superintelligence (SI) instead.

Those, of course, are only a few of the name changes the president has ushered in. When he’s not golfing or commenting on senators’ buttocks, president Trump loves a rebranding project. Which makes sense: coming up with a new name is far easier than making meaningful improvements to people’s lives.

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