But I did justify and maybe to reword slightly, surely if one of the main drivers is opening up research, the brand name should be something that's less obscure and more accessible / understandable as to what it is on first sight?
Maybe arXiv evoking the word 'archive' with an ancient Greek twist does that for some, but it's clearly a bit cryptic for many, and if the point is to open up probably the brand should just be something much plainer.
Using a brand as a filter where you have to already know what it means to get it is exactly the opposite of what it's supposed to achieve.
Consider the most exclusive (successful) brands that exist. Even there, where exclusivity is a brand goal, none of them have this property of being obscure on first contact.
Its reasonable to have a tradeoff here to avoid cranks and now AI psychosis slop. You can still post on research gate and academia.edu or you own github page or webhosting.