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Why the MOOC to CaS Re-brand? The Impossible Re-brand?

Looks like there is a new acronym for the MOOC called the CaS or “Course at Scale.” Note to self, CaS does sound more friendly than MOOC.
The word ‘mooks’ does not have positive connotations, so the change may benefit ‘MOOCs’ in general. 
Joshua Kim offers the acronym in an article posted at www.insidehighered.com and presents some convincing arguments why ‘MOOC ‘ may not be the best way to promote massive courses.