There is a lot in a name! Especially as bitcoin is the only crypto the vast majority of people have heard of. However, surely it’s logical that after a fork, the new chain (ie the one with different properties to the single chain before the fork) is the one that has the new name. Otherwise it just gets too confusing.
If you choose your own name, bitcoin gold would also be bitcoin I’m sure, as would 1400 other alt coins!