Steven,
From my understanding, the problem here is that we're not branding the EE4J umbrella project, but only one of the components of the new Eclipse lead Java EE.
This brand name seems to be only for the set of specs that will be created for EE4J. The new JSR equivalents, if you will.
We need to remember that this new venture will have, at least, three components:
1. The specifications (the new set of simil-JSRs), which mirror what is currently known as Java EE
2. The compatibility kits, which mirror what is currently known as the TCKs
3. The APIs that the implementations will have to, well, implement.
Currently, under Oracle's Jave EE, TCKs, APIs and RIs seem to be all packaged into single projects for each spec; while we seem to be heading to a structure where they will be all handled separately.
With EE4J being the name for the umbrella project that contains ALL of the components, calling one of them by the same name would only invite confusion to the issue; and that's something (I hope) we all want to start unraveling, since it is one of the problems we currently have with Java EE (where people don't seem to be able to disconnect the specs from the APIs or the implementations).
This is also one of the reasons I dislike any name that relates this brand to OpenJDK, since that's the name of an implementation, not the specs.