As a non-American, all of these terms remind me of irritating American flag-waving rhetoric (the kind used to justify the types of things that the NSA is doing right now, for that matter), and I would wager most of the world would feel the same.
So why not use multiple brands? I don't think the name is to be taken lightly at all, and naming it in such a way that doesn't make it such an easy target could do some real good. They just need to bring the tech, and then we can have a whole laundry list of names suitable for different languages/cultures.
As an American, I agree. I'm more in favor advertising the confidentiality angle.