Plenty - if you ask some politicians, and other notables.  Politicians like NY Senator Chuck Schumer and FL Representative Ted Deutsch (really?) say they'll support the deal, so long as the NYSE retains its name and "NYSE" comes first.  Many others, however, think we've got more important 'fish to fry'.

It may all be moot - the 200-year old NYSE Exchange and 18-year old Deutsche Boerse reportedly are leaning toward the the name "DB NYSE Group," though a final decision would most likely not be announced until after the merger terms are announced.  Another possibility is that the new name might have a more generic ring to it, says the NYTimes - while all the local exchanges would retain their names.

    'Keeping New York on top as the financial center of the world."   Here's what Mr. Schumer had to say over the weekend:

On Friday, I met with NYSE Euronext CEO Duncan Niederauer to receive an update on the company’s proposed merger with Deutsche Börse. I spoke with Duncan again yesterday.  I intend to consider any potential deal from the same perspective that I always use: will it keep New York on top as the financial center of the world?

In talking to Duncan, there are so far a number of things to like about a potential deal, as it is currently being discussed:

• It will enhance NYSE’s global competitiveness in a rapidly evolving trading industry, especially by giving the company a platform in the important derivatives business.
• NYSE and Deutsche Börse would be equally represented on the management committee.
• It will give managerial control of the new operation to the team from NYSE, with Mr. Niederauer installed as the new CEO.
• Job losses would be minimized.

It appears the boards could vote on a potential deal very soon. I will continue monitoring the negotiations, and will reserve judgment until a final announcement is made.

But let me say in advance that a key factor to consider in judging this deal will be its implementation. For instance, a sticking point that could emerge, even after a deal is announced, is the name of the new entity.

From what I am told, the two sides are actively negotiating over this issue, but so far they haven’t come to agreement.

Some may say what’s in a name, but I say a lot. The New York Stock Exchange is a symbol of national prestige, and its brand must not suffer under this merger.

The New York Stock Exchange is the cradle of American capitalism. It is a national treasure. In America, we start each day in our Congress and in our classrooms with the Pledge of Allegiance, and we also start it with the ringing of the bell on the floor of the stock exchange.

When the stock exchange reopened after the September 11 attacks, it was a symbol of an entire nation rising back to its feet. The New York Stock Exchange has stood tall during world wars, and even a Depression. It must be preserved after this deal, and it must be preserved with its name intact.

Keeping NYSE first in the name is the right thing to do from a business perspective as well. The New York Stock Exchange is the one of the most trusted, preeminent brands in the financial world, with cachet that money simply cannot buy. It would not be in the best interests of the combined company to dilute that brand.

It is totally logical to keep the NYSE name first. If for some reason, the Germans sought an alternative option, it could be an indication that they are trying to wield an upper hand in the new company and would seek to make other business decisions that could go against New York. The name is an important bellwether of whether this deal is regarded as a merger of equals.  [C-I Note:  From all indications, it's a 60/40 split, in terms of values.]

The name of the new company will be a critical factor in determining support for this merger, both in the regulatory review process as well as in the court of public opinion. It should be resolved sooner rather than later.

If this deal is going to keep New York first in the financial world, it must start by keeping New York first in the name.

    We've Got More Important 'Fish to Fry'.  Like, whether superstars Ken Jennings or Brad Rutter can defeat computer Watson this week on Jeopardy's "Man v. Machine' competition.   But that's another story.   [NYTimes, 2/14]