It’s important to make the distinction that Blizzard was only talking about a name here. They weren’t planning on changing their services, altering their software, platform or anything like that. But, now that they’ve basically become a household name, having folks play “Blizzard” games on something called “Battle.net” didn’t make a lot of sense to the company. Mainly, any old-school players would be aware of and understand the change (even if they didn’t like it), and newcomers wouldn’t be confused by the difference in branding. In other words, it might throw someone off if, upon first firing up a Blizzard game, they were being asked to sign up for a Battle.net account instead of, more simply, a Blizzard account.