It is a big deal since they should be focus on more important issues then what their nickname is. This is just a waste of time and isn't going to change anything. The only thing it did was get them in the news.
also:
http://www.mlive.com/auto/index.ssf/...ion_chevy.html
Also I don't see BMW insisting they be called Bavarian Motor Works, since BM has a negative cognition.