Could you say more about the "self filing app"? A quick Google search didn't turn up anything (which probably says more about my current lack of sleep than anything :) )
Not to be confused with IRS Free File
In all seriousness though, Free File pretty much does what it says on the tin (allows low-income taxpayers to file for free); it has existed since 2003; and it has been pretty successful all things considered (Intuit and H&R Block's best efforts notwithstanding). I think it's a reasonable name.
I found the Free File thing but it didn't quite sound like what you were talking about :)