I actually dont mind HC. I know it sounds a bit boring, but its odd...
Soccer teams in North America adopted ridiculous European names, but dont European Hockey teams use HC regularly?
Its an interesting role reversal.
Besides, staying as a neutral 'HC' allows for a lot of marketing flexibility and, for whatever reason the owner was adamant that it be 'Utah' rather than 'Salt Lake City' so it brings a lot more attention to the fact that it's 'Utah' as opposed to the name of the team.
For instance, on away games 'the Flames are in town' in a case like this it would be 'Utah is in town.'
I dont know if theres any value in that, it is what it is.
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