The name? WGAF? It's a website dedicated to producing smart content. ESPN has really deep pockets. It's going to be great.
People hate on Simmons for pretty much everything he does, and I just don't get it. I think Rick Reilly blows, but I don't start a thread on him proclaiming how boring and awful his writing is. I just don't read him.
If you are a guitarist, you don't call yourself Hendrix.
If you are playwright, you don't call yourself Shakespeare.
If you are a second level sportswriter, you don't call your website Grantland.
It's arrogant and self-indulgent.