It's an opinion, and you feeling no particular way about it is equally valid.

But I did justify and maybe to reword slightly, surely if one of the main drivers is opening up research, the brand name should be something that's less obscure and more accessible / understandable as to what it is on first sight?

Maybe arXiv evoking the word 'archive' with an ancient Greek twist does that for some, but it's clearly a bit cryptic for many, and if the point is to open up probably the brand should just be something much plainer.