Is it a matter of pretention or rather them rebranding to open the doors to having more than one "Sphere(tm)"?
IIRC the idea for a Sphere(tm) was dropped for London, but keeping "The" in the title, to their credit, does give them impression it is the "one and only".
Proper branding is to skip the capital letters, the name is all lowercase. "sphere(tm)". Owner is a trust fund kid who has no discernible skills and still manages to mismanage everything he's been handed on a silver platter. Pretentious should have been his middle name.
