Kids are great, but they also want to appeal to young people who aren't still five. Silly names aren't a great marketing tool for pulling in recent college graduates or dedicated sailors.
In a more serious response, as a young researcher, let me assure you that when a position opens on a superb research facility such as this, we would fight for it even if it was called the RSS Hitler Did Nothing Wrong. The PR main target here is not researchers/employees, it is the public and specially kids.
As for recent college graduates, they might well take a look at the swift mending hands of bureaucracy in this situation, and draw some pretty accurate conclusions about the stiff deeply unsilly hierarchy under which they'd be working.
Whimsy is a good thing.
I have always been a great fan of Dada, Surrealism, and Discordianism. So I am somewhat disappointed that it seems so dreadfully important to unwaveringly maintain the illusion that science is Serious Business. There is a time and place for both whimsy and gravitas in all aspects of life.