Chicagoans who watch TV are doubtless familiar with Empire Carpet, a shop-at-home carpet service that for years has had a catchy jingle, “588-2300 … Empire!”

And now they’ve gone and changed it. Now, the slogan is, “800-588-2300, Empire Today!” It just doesn’t sound right, not to these ears which have for lo these many years been comforted during many a dark moment by that catchy jingle.

Sure, the new jingle better imparts Empire’s quick service, but at what price, I ask you. At what price?