What Next? Pizza Hut School Of Nutrition?

"The University of Iowa is mulling whether to rename its College of Public Health after Wellmark Blue Cross and Blue Shield's foundation in exchange for a $15 milion gift from the company's philanthropic arm," the newspaper reports.

"We're close to the tip of the sword for an AT&T School of Business or a Kodak School of Digital Communication. I can see that as not so far off," said Terry Burton, a naming-rights consultant.

The idea has ignited debate.

As Randa Safady, vice chancellor at the University of Texas, put it, "It's important that the public and we don’t equate the generosity of corporations with selling out."