Rebrand Hive to Altera? hehe. Not sure that would help.

The Hive name is fine. Could have had a better name but this post overstates the name as a root cause of some kind of "death spiral".
The name is a nice academic finding but it's a distraction mostly.

Hive is 1 qualifier word away from anyone finding it. "Hive + Crypto".
Its less than a miniscule issue. The whole post is poor conclusions made from decent data.

Financial utility creates a reason to hold HIVE and HBD that isnt dependent on content rewards or speculation. Thats why we built Magi.

But people like easy solutions to complex problems. "Change the name" will be the newest community talking point.