Starting next week in Seattle and 10 other markets across the country, Comcast is rolling out a new brand for its services -- XFINITY, including XFINITY TV, XFINITY Voice and XFINITY Internet.

"XFINITY represents the future of our company and it's a promise to customers that we'll keep innovating," Executive Vice President David Watson said in a blog post, after the change was disclosed in an earnings call.

It also implies infinity, even though the company is now placing limits on subscribers' broadband consumption.

Comcast will remain the name of the parent company. I wonder if they'll change NBC to the XFINITY Network (XFN?) next.

Other markets getting XFINITY next week include Boston, Philadelphia, Baltimore, Washington D.C., Chicago, Portland, Hartford, Augusta, Chattanooga and parts of the San Francisco Bay Area.

Spokesman Steve Kipp said last year's switch from analog to digital cable laid the groundwork for the switch to XFINITY by freeing up bandwidth for new services, including 100 megabit per second broadband, additional high-def channels and a larger on-demand catalog.

"We've invested hundreds of millions of dollars into improving our fiber optic network in Washington and plan to continue to make investments and improvements in our network for years to come. The XFINITY brand is a way for us to wrap all of those improvements under one umbrella," Kipp said in an e-mail.