I know his response got lost in the thread here, but I think the fellow from 2K said it'd be a nickname, not the forced legal name.
Right on. I think maybe the word we're looking for may be "organic". That said, it's much, much too early for me to draw any conclusions regarding this year's take, particularly with an "It's your story" motif. Perhaps there will be a move in the right direction this year, Frequency Vibrations notwithstanding.