Alot of other people have put up their opinions about the name change that became official. I just want to note that, in my opinion, its usually when people are ashamed that they make a name change. For example Phillip Morris changed its name to Altria.
Anyways, for others view on on this, Evan Schaeffer has some thoughts, as does Bob Ambrogi. Law.com has an article where ATLA/AAJ explains their reasoning.