The infamous Blackwater Worldwide has changed it’s name to Xe. In an effort to dump it’s tarnished name. The decision comes as part of an ongoing rebranding effort that grew more urgent following a September 2007 shooting in Iraq that left at least a dozen civilians dead. Blackwater president Gary Jackson said in a memo to employees the new name reflects the change in company focus away from the business of providing private security. Last month, Iraqi leaders said they would not renew Blackwater’s license to operate there, citing the lingering outrage over the shooting in Nisoor Square, and the State Department said later it will not renew Blackwater’s contract to protect diplomats when it expires in May.