I think it's genius. Here we are, all discussing it. Fired up about it or otherwise. Isn't that the point of a name (especially when you're trying to sell something...)?
I think they were going for Broadway "Bridge", as in bridging Broadway to downtown. They must have anticipated us locals being divided on the name, but I'm sure that's the point. This would have been approved at multiple levels, including by Vic Majors, I'm sure.
No publicity is bad publicity, really.
