Now you're talking. Pre-1810 style names are where it's AT next, hipsters.
I'm changing my username to Smoaker Miles and donning a smock whenever I post.
If they wanted to express the view "look, we're actually really quite embarrassed about the area that we're based in and that we're named after", then they couldn't advertise that view any more blatantly than they're doing with all this shenanigans. Why else would they be changing it? Seems like...