Explain this logic to me Cingular buys AT&T

Cingular folds AT&T into Cingular, begins to rebrand as just Cingular

Now, SBC (part owner of Cingular) buys out AT&T (including rights to the "AT&T" name) and is rebranding Cingular as AT&T.

Why? Isn't Orange the new black?  ¶ 12:37 PM