What's in a name?

A somehow slightly distasteful mixture of posturing, scientific responsibility, prestige and bitterness, I guess.

http://www.bbc.co.uk/news/science-environment-22250092

Sorry posting has been light nonexistant. Trying to formulate something cogent and inoffensive re: the peer review system. (Yes, that tired old war chestnut that should be put out to pasture, to badly mix a metaphor.)