I have an idea that might defuse the silly (to me, but probably not to those involved).

Back in the before the turn of the century, we did have the USO, but we also had the Canadian Open. I cannot remember who ran it, though I'm sure a google search would come up with it, but I can't be arsed, so I won't. As Owen is a good Canadian, and the probability is high that his servers are located in that beautiful country- why not reinstate the Canadian Open? Rename the Ultimate open to the Canadian Open, and call it good, My .02.