Maybe it all started being “cool” or “hip” or something to use silly names for companies or products, but when a product has a reasonably sane name, why on earth would you change it?
OpenAds have decided that using a logical name simply isn’t good enough.
OpenAds was descriptive and quite clear. Sure it may have taken a while to get used to the change from PhpAdsNew, but the first change of name had a certain degree of logic:
Open – open source
Ads – adverts, ads, advertising
For a banner management suite that made perfect sense to mere mortals like me.
Now they’ve decided to “rebrand” themselves as “OpenX”
Their explanation is odd to say the least.
Of course their names aren’t nearly as bad as some of the ones mentioned in one of Mike Butcher’s recent articles
(This coming from a guy who decided to build a brand called Blacknight 
) *cough* – though in my defence I’ve never had any thoughts of changing the name ….
From Kae Verens:
we used to be known as Independent Mix.
after a few years of explaining to enquirers that we are in fact a web development company, we changed it to “webworks”.
we like to think that is a bit more descriptive
From Michele Neylon:
Webworks makes sense. The other name sounds like it’s trying to be something else and doing a poor job!