Here's hoping rebranding it sells a few more bottles, but I think you're right that putting a pretty name on a ugly thing is not wise.

I also vote we rename the diseases bronchitis, leukemia, and emphysema for that reason, you know :)

The whole point of the concept of patriarchy is that it was precisely "a complex pyramidal system of intersecting multiplicative social structures of superordination and subordination, of ruling and oppression."

If only people didn't read the word as being "it's specifically feminist-related".