What's wrong with Sean Combs?

I mean, it's a perfectly fine name, which I'm sure his mother was pleased to give him. First, he changed it to Puff Daddy, then P. Diddy, then... oh, I don't know, my head is spinning, and, really, who cares?

Now he calls himself just plain Diddy, and he's the new brand manager for Ciroc vodka. (Not to be confused with the brand new manager for Ciroc vodka.)

Said Sean, quoted here in AdAge (October 24, 2007): "I can't make 1 million people view nothing unless it's tagged to something they like. That's the only way people are going to pay attention to your content."

Such erudition.

I wonder if his sons call him Diddy or Daddy?