FWIW I agree about the name but I'm not the boss. He wants to get away from the 'free' bit of the name and make it more of a non-KYC exchange come gambling site.
Im with Betwrongs suggestion that the name should be the same because it do already marked into minds of lots of people into this crypto-market and we do know how popular this site but as you said you are not the boss.I dont see any problems with that 'free' tag on its name since this is where the site gain its popularity. Talking about into exchange matter im quiet excited with that one but would really takes time for such transition.
I second
TheQuin's opinion, I think
wetsuit wants to change people's perceptions of the site
wetsuit wants to detach the 'free' from his site and create new name to make it sound better when he introduces more features to the site
keeping the word 'free' would bring problems later as people would feel mislead by the word 'free'
they would expect the 'free' stuff is dominant on the site while wetsuit intends to make core of the site as business