When a company renames itself, everyone that works with that company needs to make changes. Financial records, password and account management, , internal docu

When a company renames itself, everyone that works with that company needs to make changes. Financial records, password and account management, , internal documentation, integrations, etc all have to change. Plus, eduction on the change takes time. People who occasionally interact with the company are going to be confused for months afterwards. It's very rare that something positive comes out of the name change for existing customers. The same thing is likely for product renames - platform version detection in software, browser/OS categorization in analytics tools, documentation, etc. It just makes work for everyone involved. And what's the point? MacOS X was a decent name, with good recognition and trust. If people were interested in understanding the back story to the name, they could, but the 'X' didn't scream '10' to people who weren't familiar with the history, so there wasn't a ton of confusion.