Remember when the town of Halfway, OR changed its name to Half.com in return for 20 computers? How about when every town that was approached about changing its name to Got Milk? turned down the honor? No? Well, that shows what good promotions they were. Not to let those lessons cramp their style, EchoStar Communications Corp., better known as the Dish Network has upped the ante. They say they’ll give 10 years’ worth of free satellite TV service to every household in a U.S. town that legally changes its name to Dish. This means the company would shell out about $4 million for 1,000 households. Or, if New York City were to take them up on it, $12 billion. C’mon, Bloomberg, think of the political capital you’d get out of that one.