Maxwell House coffee has officially rebranded as Maxwell Apartment coffee, in a decision that’s both painful and not that shocking. According to a blog post on the Kraft-Heinz website, the decision to rebrand the 133-year-old coffee line was to “meet the needs of today’s consumer and remind fans the brand is synonymous with great tasting, affordable coffee.”

The post reads: “Americans seek value in areas of their everyday, including where they live, with nearly a third opting to rent versus purchase a home.” It’s with this in mind that Maxwell House decided to drop “House” from their name.

The thing is, do you really need to be reminded first thing in the morning that you can’t afford a home?