What do you think of the new transit name?

From the Gargoyle Leader;

Sioux Falls Transit has a new name. Sam – or Sioux Area Metro – will start appearing on the side of city buses. “We feel it’s going to be a new beginning to our fantastic little system,” said Karen Walton, Sam general manager. It will take about six months to change everything over to the new name, Walton said. The city unveiled the new name and logo this morning.

I just don’t understand all the secrecy surrounding the decision though? Dumb.