I've read all the posts and it seems that all of us really want what it does not what it's called ( not forgetting that the current name is great to start with).
So don't worry about what it's called, rather focus on the services it provides, I mean the names Mc.Donald's, StarBucks, and DunkenDonuts are really old, yet you don't think about the name when you go in and grab something to go.