I'm sure the product manager involved had a long design doc justifying the decision but at the end of the day, the obviously right move was to keep the name, swap out the backend, and not try to create a new brand doing the same thing. whatever has to change behind the scenes to make that happen is what needs to happen. If that person reads this I'm sure you're thinking I don't know all the details but the point is it doesn't matter. the right move is the right move.