The Shack

Apparently the people at Radio Shack have decided that their name is either too long for us to handle or that its not hip enough. Their solution was to rename the store 'The Shack'. According to their new commercial that's what their friends call them. Really?

Now can someone please explain to me how the name The Shack conveys what they sell at all. When I hear The Shack I imagine some small restaurant by the beach that sells greasy food. Not an electronics store. Do they really believe that by making the name "cooler" more people will go there. I highly doubt that "Radio" is the reason people are not going to the store.