This guy got a point.

It would be awkward to discuss anything related to this project to anybody in the public; unless of course they too are into "Porn".
I guess it is a bit late to do rebranding as of this stage. Too much work has to be done to accomplish that unless the team is really up to it.

Well, it works for PornHub the biggest porn site in the world so I highly doubt there will be any problems

Is there any reason for this move? Why Hive?
Mostly, because the community is over there at the moment.