Has anyone ever referred to a storage space as a "Cube"? And what is the company trying to become? Mayflower? Logistics?
This could be either a great move or a big waste of money. Time will tell. But if the idea is to vertically integrate or branch out, there is no law about running two businesses out of the same location with different names. I liked the original name since it said it all. If this is an ego trip by management, it might be a bad trip.
But this is the problem with career military people going into business. The tend to be hugely egotistical and know-it all's. CubeSmart? Give me a break!