Almost two years after Comcast launched Xfinity to shed its image as a stodgy cable company, the brand will get a big boost in Philadelphia with the Xfinity Live! complex at the former Spectrum site. But experts are not convinced that the rebranding was necessary or explained well. "It appeared on the heels of FiOS and felt to me like Comcast decided they had to do something, too," said Craig Atwater, a marketing professor in Temple's Fox School of Business. "But Xfinity, unlike FiOS, doesn't stand for anything, nor has Comcast tried to explain what it does mean for consumers. For now, it's just a label."