What's in a name?

EU Investigating Compliance of Microsoft

One key issue that has yet to be resolved is the name of the stripped-down version of Microsoft Windows. The Commission has rejected one name already, arguing it would be too much of a sales disincentive.

So, rather than properly name the "stripped-down version" for what it is, the Commission would rather come up with a catchy name so consumers don't realize they're paying the same for less. How does that benefit consumers?