Ihop Changing Its Name To ‘Ihob’? Whet?

After 60 years, Ihop, which stands for International House of Pancakes, has announced that it will change its name to Ihob.  What the heezy???Ihop, has been, well.... IHOP  since before I was born, and maybe you too. Ihop is an acronym we've used since 1973. So, why in the holy world would they want to change the name in 2018.

Although that was my first question, it isn't my MAIN question. Which is... "What in the holy world does the "B" stand for? Some people have suggested it could mean breakfast, brunch or buttermilk pancakes.

According to CNN Money, spokespeople for Ihop and Dine Brands (DIN) were not immediately available for comment. So, I'm thinking this may be a short-term marketing gimmick.  A few Facebookers and Tweeters have their speculation that this could just be a clever, fun way to introduce their pineapple upside down pancakes to the menu.  Who knows? What do you think the "B" stands for?