"Cingular is Now the New AT&T"

What's up with Cingular? First AT&T became Cingular, now Cingular is becoming AT&T again. (??)
What is the main driving force behind the change of name? After Cingular established itself as the taking over of AT&T, after all those switching account status by the ex-AT&T customers, now Cingular is becoming AT&T again. Fun fact: The first cell phone under the new AT&T brand will probably be the Apple iPhone.
However, it does make sense for everyone to think the Apple iPhone is exclusively available through Cingular Wireless, as the official carrier.
Just weird that after such a long period of having AT&T removed from the list of cellular carriers, now they're back, replacing Cingular.
The point is, Cingular is already very well know at this point. Can it be that the AT&T name is just more embedded in people's heads? Reports cited that they plan to use the same name for all aspects of the company—from local and long distance to wireless, data and video services. Well, this totally makes sense. You wouldn't want some services under the name Cingular and another service under the name AT&T when they are actually both under the same company.
I read on Engadget a while back about Cingular being scheduled to be rebranded as AT&T by iPhone launch, which is sometime around June/July 2007. Note that it is now AT&T instead of AT&T Wireless.
So I guess the iPhone would then have a second name of "The AT&T iPhone"? That doesnt sound nice, at all. What's gonna happen to the Cingular branded phones, such as my Cingular 8125? Will it become AT&T 8125?
The Cingular / AT&T confusion seems to be cleared up with the on going TV commercials of the catch phrase of Cingular being the new AT&T now. I think that plan is going the righ direction and not long people will know.