Renaming doesn't work

Lisa William's response to an E-Media Tidbits item about one of the campaigns to come up with a better name for RSS rang a loud bell with me. She points out that in her view (and I agree), "renaming efforts rarely succeed", and that in the technology world, such efforts usually take place when the technology is about to go mainstream, and the technorati suddenly start worrying about how hoi polloi won't be able to understand it. "We must remember that nearly all technical terms ... were once unfamiliar." So it's too late. Which makes me think we should just give up trying to be clever and just call our publishing system Octopus.
(From E-Media Tidbits)