On the news right now Sky has a helicopter hovering over Birmingham looking at nothing very interesting (OK, an extremist islamic sect who were planning to behead someone. Apparently. But that's not what's interesting me at the moment). The Sky helicopter is apparently called the "Skycopter". Did no-one at Sky realise that the limits of branding had been exceeded when they wanted to call an actual aircraft that actually flies through the sky a "SkyCopter"? Oh dear.