It's anybody's guess at this point how you'd pronounce that ("x-ohm" or "zohm" perhaps) but we're told to expect a formal announcement as early as Thursday. The timing is certainly legit what with plans to have the 4G service up and running in select cities "by year-end 2007." We'd expect any new branding to encompass the combined efforts of those Clearwire and Google deals though our source ain't sayin'. Perhaps XOHM was the delayed little secret behind Sprint's "wireless evolution" teaser site which was pulled without explanation before its July 4th pop date.