Several months ago, the Hobgoblin of Broad Street, Reading, was told it would have to change its name. This was because Ian Rogers who owns the trademark didn't want the pub to use it any more. A suggestion box on the bar attracted hundreds of suggestions, ranging from the bizarre to the libellous. The pubco said *it* would be choosing the new name. The staff opened the box and had a good laugh.
For ages nothing happened but the new name has now been announced: the pub will call itself "The Ale House". It doesn't sell ale, though it doesn't sell Hobgoblin beer either. Of course the customers can and will call it whatever they like.