I see all the reasons they chose to do this listed in the TV Week article and elsewhere, but in my opinion the name change will accomplish almost none of those goals. Given the backlash online, I'm now wondering what the odds are that they'll change plans and either keep their current name or create another new one.
More here: http://www.semanticargument.com/?p=175#more-175
More here: http://www.semanticargument.com/?p=175#more-175