Should the Big 10 rebrand to “The Big” with the current addition of teams, or pickup a couple more for 20 and be “Big 10’s” conference?

I like the sound of "The Big Conference", against which, all others are compared. My coworker thinks the "Big 10's" is better if they expand to an even 20. Just Big works for me because I've always hated that Big10 doesn't have 10 teams, just like PAC12 doesn't. Maybe I'm being pedantic? Thoughts?