The name like any brand, conveys longevity, success, good word of mouth, lower risk. People that aren't super knowledgeable care about brand names because they are aware of their lack of knowledge. Even knowledgeable people can sometimes care because they know of the force this has on mass quantities of other folks.
Prince's fans aren't musical geniuses, but they were big fans of The Artist Formerly Known as Prince

I'm gonna keep pressing this point too: if S2x is so assured of it's success, why does anyone even need to come to these forums to talk about it?
It's because S2x needs to scare users into using it, that's right isn't it? And that just proves that the NYA instigators have hashrate, and that hashrate is not enough. S2x needs users, and it's unlikely to get them.