Can classic black ever really be replaced?

The NYT just published an article about the rise of super star color plum. Yup, plum.
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Evidently, it's being touted as the "new black". Here's my take on the concept- black will never be replaced. Colors will come and go in trends, but we'll always have our staples like black, white, brown, neutrals.

In any case, it's refreshing to see variations of violet being embraced in the marketplace. In the past, it's been one of the least-used colors for marketing because it's so hard to pin down. Sandwiched in between red and blue, violet can swing in two radically different directions. Blue violets have similar characteristics to blue- calm, dependable, trustworthy, rational, cool. Red violets, on the other hand, tend to adopt those traits more like its companion red- active, strong, passionate, hot.
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Violet has often been used to represent the mystical or spiritual. It's often seen as artistic, eccentric, or quirky, even romantic. Deep violets can be regal and majestic. So now, marketers are tapping into those associations to bring you everything from credit cards, internet service, and water.
Plum TV is a a channel available in resort communities like Aspen, the Hamptons, and Martha's Vineyard.
“Plum says calm; plum says clean; plum says health,” said a rep at Penta Water in Carlsbad, Calif. “Other products in the water category are blue, clear, red,” he added. “This color came out as a consistent representation of vitality, a pure product.” source

Redplum coupons

What fascinates me is the reinforcement of the color with the name. All these companies seem to feel they must attach the word "plum" to their products in order to get across their meaning. I think alot of that comes from the ambivalence of the color's attributes. Plum can range anywhere on the spectrum of violets, and perhaps without the term "plum", could be misconstrued as having different characteristics from those marketers hoped to convey.
The Plum Card from American Express for business owners.
In the article, a marketer reinforces this issue:
“When we were looking at the color of the plastic (during the planning stages), we wanted something classy and sophisticated, and the choice was a shade we called 'burgundy.' " But the company did not want to call it burgundy when marketing it, he added, for fear of confusion with wine brands.
What's your take on the trend? Do you think these companies need the word "plum" to drive home the point of using this color for their product or service? What do you think of when you see the color?