It's not seen universally as a negative thing (by people who know about branding and marketing). It is, however, used as a negative thing by people who would v

It's not seen universally as a negative thing (by people who know about branding and marketing). It is, however, used as a negative thing by people who would vent regardless of the name change, and just want to emphasize they care so little about you that they can't even remember your name("or whatever you're called"). It's just some classic disgruntled customer stuff.