Shootout? W.T. Fuck?

The Texas / Oklahoma game played every year in the Cotton Bowl in Dallas, (formally known as the "Red River Shootout") was forced to change it's name to the "Red River Rivalry" because "shootout" was deemed "too violent."

Now, Texas Tech and Baylor have the "Shootout" at the Cotton Bowl. I ask again, W.T.Fuck?

Exhibit A. Below, is the lanyard that was under my seat as a giveaway at the 1998 Texas/OU game. This year, the ticket prices ($110) were exactly double the face value of the 1998 game, and under my seat I found a bag full of crappy coupons and advertisements...