I remember that Gator/Claria tried this. The result was a that a lot of antispyware Web sites had to mince their words. But ya know what? I think more people learned about the evils of GAIN (Claria's ad delievery network) and learned how to avoid it due to Gator/Claria's actions, than would have known without the publicity.
I sincerely hope that 180solutions is as successful as Claria was at improving their image (which is not at all).
No matter what pretty names they call themselves, I know I don't want 180solutions software on my computer and I know you don't want it on your computer either.