Look, I get it.  The company, Sears, hasn’t been in the Sears Tower in some time, so it does make sense that they probably shouldn’t continue to benefit from the free advertising.  We live in an age where there’s hardly a new building or sports stadium in the country that hasn’t sold its naming rights to the highest corporate bidder, but that doesn’t necessarily make it right.

As still the tallest building in the country, Sears Tower (ie. Willis Tower, though it’s gonna be some time before I ever call the building that) is a national monument.  Not only does it define the City of Big Shoulders’ skyline, but it’s a modern architectural achievement of the most amazing proportions.  And it just doesn’t make sense to me that the name would be so easily changed to try and lure a new tenant into three floors of the 108-story building, and apparently at no additional cost.

Wrigley hasn’t owned Wrigley Field in almost three decades, but the newest owners of the friendly confines have decided not to sell the naming rights.  It would seem that they (and the other non-Wrigley owners before them) realize that you can’t put a price on everything.  That in the long run, maybe taking the easy cash up front isn’t always the best decision.  That there’s actually value in tradition.  It’s just too bad that owners like them are clearly in the minority these days.  And so, Willis Tower it is…until it isn’t.