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"Can" they? Sure. WWE owns the rights to it. They could rename WWE ECW and they'd be completely able to do that.
Should they? Why not? If ECW stayed afloat do you honestly think that the majority of the old roster would have been there 10, 20 years later? Would you not call it ECW then, with only two or three active "originals"?
It's an easy brand to use and it's recognizable to wrestling fans. I don't see why they shouldn't.
In fact, I wish they'd just rename SmackDown! WCW and get it over with...
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