Hi Justine! Thanks for your comment.
I assumed it had been mentioned in Discorsd or somewhere else, also because the news is from March.
I honestly think that the choice of the name is not that clever; I know it sounds good, I know It is a common name, etc., but at marketing level, SEO, SEM, etc. it's not that great. IMHO.
It is true that if HIVE will be successful, the search engine bots, social media, press, etc. will give the right visibility.