Wordsworth, thy name is Broin

In the "you paid a consultant $80,000 to do WHAT?" category:

Sioux Falls-based Broin Ethanol, one of the largest corn-based ethanol companies in the country has changed their name to:

Poet.

Whaaaa?

I know we're entering the s0-called "creative economy," but come on--this is the fruit of their branding consultant's labor?