A rose by any other name? CNET reports that Gator, the controversial advertising software and e-wallet company, has “changed its name to better reflect its business in behavioral marketing”. The change, CNET says, distances the company from a name that has become synonymous with “spyware”–that is, ad-tracking software that can be installed surreptitiously.Despite landing such Fortune 500 advertisers as American Express and Target, the company has had difficulty dispelling the negative connotations of its software. It also has faced several lawsuits for its advertising practices. In recent weeks it has gone on the offensive, launching a legal offensive to divorce its name from the hated term ‘spyware’, with some success. In response to a libel lawsuit, antispyware company PC Pitstop has settled with Gator and pulled Web pages critical of the company, its practices and its software.