I also think it is a bad move for the end user. But likely a great move for Moz. They realize that SEO has limited revenue potential and probably already maxe

I also think it is a bad move for the end user. But likely a great move for Moz. They realize that SEO has limited revenue potential and probably already maxed it out. If they pivot themselves to create tools for marketing then they can magically double or triple their revenue. In order to do that, they have to ditch the geeky and, sometimes slightly slimy, "SEO" prefix. Companies will pay big bucks for tools related to marketing whether they are worth it or not.