You have to set the WLBR_IS_GIMP env variable to get the new name. So I guess that might be what they going for, at least for now?
I get what you are saying but IMO the old name was hurting adoption. Imagine the headlines if say some city or government announced they are moving to GIMP from photoshop or affinity.
Uhh depends on your rig I guess. I build the various emulators from git and some of them like vita3k can take awhile.
But for me its more about being able to leave the update unattended, knowing that when I come back they will all be done and I can close the terminal window.