Imagine owning something that's so ubiquitous, so well known, that derivative words are universally recognized. When you Tweet something, everyone knows what that means. A small handful of companies in the history of technology have become so engrained in culture that their product name is used as a verb. An image is photoshopped, to Google something, to Tweet something.
And imagine deciding that you want to throw that recognition away for a name rebranding that preteens would struggle to think is cool. Is that the entirety of his thought process all along? Is his entire, increasingly-manchild thought process all based around allegedly funny things he read on Cracked or I-Mockery 15 years ago?