I don't think anyone is upset that it is AmFam specifically, and I don't think anyone is questioning AmFam's impact in Madison and Wisconsin. I think it's more that there is change, period, or (in my case), that it's changing from something so ingrained in Milwaukee/Wisconsin culture and that goes along so great with baseball. Beer and Brewers baseball goes together like peas and carrots (Jenny...). Insurance and baseball, not so much. If the stadium was currently US Bank Field, State Farm Field, or any other financial/insurance name, I don't think people would really care (I wouldn't). It's just going from perfection to another boring corporate named stadium. I'm not mad at the Brewers. I'm not mad at Miller. I'm not mad at AmFam. This surprised me as the idea of the stadium name changing never crossed my mind. It probably should have, but it never did. I just hope the name isn't awful. Keep it short: AmFam Field. My guess is that it'll have the entire "American Family Insurance" in the name. I hope I'm wrong.