Yo, SE, Is it true?

[Abriael]

As a gaming writer I'm always amazed how a slow news day makes some feellow writers go all out in rather baseless speculation, and how much some take that speculation seriously.

The filing for the Square trademark doesn't indicate much by itself, it's most probably just one of those very common defensive trademarking moves that companies do to avoid other upstart companies to use brands similar to theirs.

Many commonly refer to Square Enix as "Square" so it's only natural for them to file for the trademark, otherwise anyone could create a softco, call it square, and cause cofusion. With defensive trademarking SE covers it's rear from such an occurrence.

Not saying that it's impossible for them to rebrand, but it's very unlikely (rebranding an established big business costs a LOT, and SE isn't exactly finding money hanging from trees nowadays), and a trademark filing is really too little to go out on a leg and spread rumors.

Guess some "writers" aren't creative enough to just write some decent editorial or opinion piece when it's a slow news day.