Ethiopia is undergoing rebranding of its politics. In just a few months, there has been a such a turnaround that no analyst could have been able to predict it. Week after week, we are taken aback by an unfortunate incident somewhere in Ethiopia, a massive rally of some sort, or a controversial statement by government officials and politicians. We are living in a state of perpetual breaking news, where one seemingly unforgettable episode is forgotten when another exhausting incident takes place within a matter of days.