According to Circuit City employees who attended a company meeting in Las Vegas, this is the new name for the company's in-home and on-site PC services department.
Although most of the public knew the company's PC service department as the "IQ Crew ", this was only a test name used in a limited market.
According to employees, the name did poorly in numerous focus groups and marketing studies held by Circuit City. For most of the year, the PC services at your local store have simply been known as "PC Services".
The Firedog name comes originally from Oklahoma company Firedog Technology Solutions , which mentions that "[t]he name we have used for more than 7 years was such a great name, that someone wanted to buy it." They've now changed their company name to 3Nines Technologies.