Sounds like the author had some human-centric reasons for changing the name of the business. It's worth noting that Google can be taught to like invented names in a pretty short amount of time, though.

Three of my four iPhone projects shipped with invented words for names (Oddage, Tallymander, Globejot). Even after the sites were live and indexed, Google would do its "did you mean..." or worse, showing results for the word it thought I meant by default.

So, searching for Tallymander, for example, would give you "Showing results for Sallymander" for the first two results.

With any amount of press or other web conversation that generates inbound links, though, this problem ends up taking care of itself. About a week after launch, Google recognized each word as legitimate and I enjoyed top ranking.