Wasting time, BBR (Bender Bending Rodriguez) is a great unique name!
If replaced by the geeky name Rune, the only purpose is providing a coin for game addicts and people that live in comics.
Not to mention Rune sounds like Ruin (some leftovers after a total destruction as a synonym what this name change would do).

Last; From a marketing view, Rune is unable to make a standout when trying to dominate search engines and social networks. People will remember Boolberry but when they see Rune and are not a viking like figure they will skip to the next ad.