No reason to "respect the rebrand." This anti-Semitic meltdown is properly attributed to the man actually known as Kanye West.

I never have called him Ye and probably never will

I don't know how the guy's mind works. But the Ye thing does seem like some kind of real-life screenname he's adopted right around the time he started pushing out the anti-Semitic bile.

If he ever comes to his senses, or simply starts to miss the income from all the endorsements he lost, expect him to attempt to dismiss it all by saying "that was my Ye period." And I'm sure a lot of fans and even non-fans will be eager to swallow up that explanation.

Nope, not buying it.