I didn't see this mentioned in any thread in the past few days.

Overture Services To Become Yahoo! Search Marketing Solutions (http://www.corporate-ir.net/ireye/ir_site.zhtml?ticker=over&script=410&layout=-6&item_id=680120)

Quite a mouthful. Overture was much easier to say (and remember).

Just from the name change alone, I think this is going to be good for the search marketing industry. With a well known name like Yahoo, people that are not into this SEO world will be more likely to take notice and interest in it.

Actually something similar was already posted here (http://forums.searchenginewatch.com/showthread.php?t=4433).