I'll take the opposite tack here and say that this renaming move doesn't make sense for Activision. Activision is, to me, still a solid brand name. I associate them with publishing many solid games over the years. Unlike, say, pooch-screwers like Interplay, Eidos, and of course EA. So why do they feel the need to needlessly tack Blizzard's name on? Blizzard is a developer with a handful of good games (as in, a handful of games, all good) and known now for enslaving millions with WoW. Is this the image Activision really wants?