A name change for Priceline

• Priceline.com has changed its name to The Priceline Group (PCLN +3.6%), effective today.
• Priceline's likely reasoning: The lion's share of the company's bookings now comes from sites other than Priceline.com - in particular, European travel giant Booking.com and the Asia-focused Agoda.com. Kayak and Rentalcars.com are also meaningful contributors.
• Shares are joining a slew of other Web momentum names in rallying.