They are re-branding because they say they will be moving into greater technology and able to help buyers, sellers, and 'Real Estate Professionals'. But, surely the impetus is that we are pretty much done with distressed properties so they need to try and grab another market?
I'm not so sure. I always think a Re-Branding is because they had a bad rep with the 'other' brand. Isn't that generally why someone or a company would 're-brand'? They weren't successful with the current and needed to try something new?
At any rate, be wary my readers. They will still be using the Auction Dot com for some, but much will be changed to the Ten-X logo. Don't know if the service will be any different. Only the test of time will tell.
As for greater technology? Um, everyone I know has moved along with the greater technology we all have access to!