It's all in the name of free TV: First came the town council vote in Clark, Texas, changing the dusty, brush-covered, roadside muncipality's name to DISH.
Then came the cargo vans loaded with 56 satellite dishes - one for each home and another for town hall - as EchoStar Communications Corp. came through on its end of the bargain.
The company hooked up every home in Clark - make that DISH - to the Dish Network satellite TV system. By yesterday the quid pro quo was complete. Another U.S. community had just traded its name for corporate goodies and a blast of publicity meant to benefit both parties.