I said the name is fine as as a concept. Which is one reason why I want to extend it, not replace it. Working harder to be noticed is going to be less effective when you always need to explain which Hive you're talking about. When you need to point to hive.blog but immediately explain we don't actually use that site. When you can't be sure that the #Hive tag will lead readers to our Hive. I'm glad I received the T-shirt and bag that @tibfox had printed with hive.io on it, but it's awkward that it was necessary to use the URL of an ecosystem overview site.
The name shouldn't be an obstacle when we already have so many obstacles to overcome, of which you mention a few. We don't have the massive advertising budgets that companies like ING or bol can spend to compensate for a name that's too common.
Which web3 projects do you think have good marketing assets? I don't know any that aren't both experimental and limited to a Crypto Twitter audience.