He isn't running it as a business, business's do not change names based on a whim, they do it based on research and finances. I know this due to when my family took over a business (multi million pound business) they did some research into this exact subject, something i have only come across very recently, they didn't go ahead with it. Thats a business decision, i am not comparing the two but that's how you run a business, you make a decision based on sound business principles not at the owners whim.
I agree AA has done wonders for us, and spent huge sums of money, thank you AA. I am quite willing to let you have your own views, that's fine, but how is changing a name with no research, no proven financial benefits and no logical reason running it on sound business principles?
Please answer that, as you seem to talk a lot but never answer any serious questions. Unfortunately i suspect you will come back with the answer, he can do it if he wants, which goes against pretty much everything you have said in this thread.