Reading between the lines, they had an existing app with some name recognition, probably following a bunch of advertising spend for that brand. The mistake the

Reading between the lines, they had an existing app with some name recognition, probably following a bunch of advertising spend for that brand. The mistake they made was not bothering to choose a branding friendly name at the earliest stage. But they made their bed and this is them lieing in it. The fact this required reading between the lines shows this is a terribly written article.