Good luck to 'em!
I'm not personally bothered about the name (although I take their point about marketability), but I absolutely 100% support anyone willing to put work in on improving that utterly f*****g shite disaster-area of pea-brained user-hostiliity that is the GIMP's user interface!
Aaaand deep breath. Ahem. Sorry about the bad language there, but I do find that UI quite vexing.