I think in this case, it's more than the name - they are keeping the management and the talent, In fact this is as much about buying the talent and leveraging the relationships that Vital has built up as anything else.
Verizon did that with Terremark as well, although initially they moved their own folks over to run the new company. I'm not as up to speed with what Cincinnati Bell did with Cyrus One.
I think TDS is realizing this is where the growth is and is acquiring talent here as a result.
It's true that when telcos make acquisitions, they typically deep-six the other company's name. But there have been a few exceptions when it comes to data centers. For example, Terremark is still Terremark. And Cyrus One is still Cyrus One.
Keeping the Cyrus One name was a smart move for Cincinnati Bell, since they're planning an IPO for Cyrus One.
I don't think that's the motivation for Verizon or TDS (especially not Verizon). But perhaps it's not a bad idea to keep that option open (as well as to preserve the IT strengths you reference.)
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