In eight days, over half a million Oregon and Southwest Washington residents will be subscribers to something they've never heard of before: Xfinity. Comcast's residential television, internet and voice products will bear that new name in eleven markets, including Portland and the entire stretch of service from Longview, Washington to Eugene. The rest of the country will make the switch over the coming year.

Portland was the first market where Comcast converted to digital service, and the Xfinity name is intended to communicate that difference and more, said Comcast CEO Brian Roberts on yesterday's earnings call. "I think we are giving a better and better service experience," he said.

The renaming also introduces a new brand between consumers and Comcast, with Comcast remaining the name at the top of customers' bills. Comcast's beleaguered brand placed second in Consumerist's Worst Company in America surveys in 2008 and 2009, surpassed only by economic disasters AIG and Countrywide Financial, which have also rebranded. Comcast didn't mention any negative associations with its brand in its earnings call.

The Xfinity name will also be added to Fancast, the company's online video service. Comcast customers will retain their existing comcast.net email addresses.