Cooler Master send out word that it will no longer use the Choiix brand name starting January 1, 2012. Basically, all Choiix branded products will be renamed to Cooler Master. The company doesn't provide much details on why they're making the chance, but my guess is it's because few people know Choiix, while Cooler Master is a much more recognizable brand.
Cooler Master’s mobile accessory brand, Choiix, will go into a new direction per the First of January; a direction we were already heading towards by the end of 2011. In 2012 there will be many new accessories for tablets or smart phones for example and since this market is getting much closer to the desktop the decision was made to replace the Choiix name with the Cooler Master brand. All accessories which would have previously carried the Choiix brand name will be branded with the Cooler Master name from January first. Below is some information regarding two new Tablet accessories which were recently released under the Choiix brand but will be known as Cooler Master products by the first of January.