Many companies which jumped on the technology bandwagon with brand new names and tonnes of enthusiasm have turned bearish on the sector - and what they call themselves.
A fair few are reverting to former names as they move to distance themselves from the burst technology bubble.
China Strategic Holdings was one of the first to seek its old identity.
In October it announced it was shedding its three-month-old name of China Internet Global Alliance in favour of its 10-year-old faithful, which had worked just fine before the Internet stampede.
Packaging printer and manufacturer Cheong Ming Holdings, which desperately wanted to take on the mantle of a sleek dotcom company, has also gone through an identity crisis.
In February last year it got its initial wish when United States-based Sega.com acquired a substantial stake. As part of the transaction, Cheong Ming became Sega.com.
