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Neonabe-isms

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To promote a new mixed-use development, Seven Hills Properties has gotten the Chronicle's help in trying to rename the area south of Cesar Chavez "SoCha." (Might have something to do with the big advertising buy from the attached Walgreens.) Apparently it's worked to some degree, has half the condos priced under $600,000 have already been sold. But still, what was wrong with "Outer Mission?" [SFGate, via SFist]