Dan Gilbert should know better. Hasn't he been to Pine Knob?

Translation for out-of-towners: Detroiters don't like name changes, and owner Dan Gilbert should know this. Detroiters never adjusted when the Penobscot Building - once Detroit's tallest - was renamed "City National Bank Building," and eventually it reverted back to Penobscot. We never accepted the renaming of the outdoor music venue to "DTE Energy Music Theatre" in 2001, and still call it "Pine Knob" (even the music artists who perform there have taken to calling it Pine Knob to the sheer delight of fans). Chicago fans of the Sears Tower can relate.

80% of its customers will still call it "Greektown." All the millions spent to rename the casino will have been wasted.