I'm still not sure Boston magazine isn't running one of those "find the fake article in this month's issue, win $100!" contests but I guess it's for real.
In the October 2010 issue, on newsstands now, there is a short article by Francis Storrs with the title "The Greenway Problem" that breaks the news that the Rose Kennedy Greenway, I'm sorry, let me rephrase that, the three-year-old Rose Kennedy Greenway, is going to be rebranded as the "Waterfront District" in 2011.
It's not the city or state who is doing it but ... wait for it ... a "local real estate firm".
Boston-based branding company Kelley Habib John has been hired to handle the task.
Company founder Greg John won't reveal his client's name (shall I offer some guesses?) and won't "[a]t least until the client has informed city officials, Greenway neighbors, and Kennedy family representatives ..."
(Of course, it's always been known as the "Waterfront District" to residents, so I don't get what this is really trying to achieve.)
* The article has yet to appear in the online edition of this month's issue.