What you said about China is definitely true. Whether or not it needs rebranding, that is what is being done. I don't think it will hurt the coin at all in the long run though. Its goal is to go mainstream, and NEO sounds much better than Antshares for that. Definitely for foreigners, at least. The developers really want all types of investors. As crypto goes mainstream, people will be much more comfortable investing in and using something called NEO over Antshares.