FGW (sorry, GWR) decided to go to the expense of sending me a letter by post to tell me about the rebrand, but how it isn't just a "mere rebadging exercise", it's a "statement and a mission" with a "far reaching plan to set about the greatest transformation in the railway for decades", "largest fleet overhaul" and "heralding a new age of faster electric trains with the foremost technology and passenger comforts", and ending with "GWR is more than a name - it is a promise and one we mean to keep".
I'm afraid I can't take it seriously, given that practically all of the ongoing rail investment is happening on the other side of Dawlish to where I am... Apart from the AT300s of course