Yah, the problem is that the name suggests something that may be unappealing to some customers. For example, the name 'Lemon Zest' has scared away those folks who think that the mango is going to have a sharp lemony tart to it (totally untrue). I've had a hard time trying to convince customers otherwise. A 'neutral' name like 'Pickering' is better, as it is free from mental associations.
My take is - the Zill's are strong on mango propagation, selection, and cultivation (probably #1 in the U.S.) but not so strong on the marketing side. Pine Island, on the other hand, is strong on marketing. Marketing brings in first time customers. High quality product keeps the customers returning.