It's all about marketing...
Lots of people instinctively recoil if you ask them if they like "Obamacare" but if you present the exact same ideas but you call it the Patient Protection and Affordable Care Act, they suddenly LOVE IT.
Lesson learned yet? Apparently not, and it needs to be.
Americans look at "labels" even if they don't quite understand them.
But, they DO LOOK, so if the label scares them, they recoil.
If you change the name of the label you can probably get away with keeping almost everything you want AND get rid of stuff you don't want, and Americans will applaud and slurp it up with great gusto.
Hence, Madison Avenue is right, fix the label problem!