City Planner Patti Huff of the former city Halfway sums up the situation: "Logging's gone, dairy and mining's gone, ranching's gone. It's hurt us." The idea to ask Halfway to change its name came in the midst of a brainstorming session among half.com's marketing staff. "It's a great opportunity for both sides," said Joshua Kopelman, CEO of half.com, a Philadelphia-based internet company which is providing a person-to-person e-commerce site on the net.