What's in a name?

I am an IT dealer and proud of it. However, the terms dealer or reseller don't appear to be good enough for many in the channel these days.

Casting my eye over the latest Sunday Times list of fast-growing tech firms, I see that many tin shifters are sneakily dressing themselves up as 'IT consultancies', 'IT services providers' or even 'systems integrators' to sound fancy.

Birmingham-based Probrand was the only one to call a spade a spade and nobly define itself as an IT reseller. Of course, my bitterness has nothing to do with the fact that Dodgi finished well outside the top 100.