Assertion: slum's resident | /r/CapableOf | label the soha brand
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text: Residents and other critics seeking to prevent this renaming of the area have labelled the SoHa brand as "insulting and another sign of gentrification run amok" and have said that, "the rebranding not only places their neighborhood's rich history under erasure but also appears to be intent on attracting new tenants, including students from nearby Columbia University.