Sears Tower To Be Renamed (No Really!)

So apparently "Willis Insurance" (who I have never heard of before) is moving into the Sears Tower, has acquired naming rights, and expects everyone henceforth to call it "Willis Tower" (story).

Yeah, ummm, good luck with that, chumps. Hope you didn't pay too much for the naming rights, cuz I really don't see too many Chicagoans actually changing how they refer to it....