Why do you think Google renamed the Market? What's the purpose behind this move? Possible trying to create a more centralized hub for their users, a la Apple's app store? Google would greatly increase their dominance if they provided Android upgrades through this network. Relying on the carriers to do it is not wise. I can attest that the local carriers are not the quickest to patch their users to the latest version.
You beat me to the punch. I think it just to do with more with brand awareness than anything else but I hope they improve the market while they rebrand it.
I'm very happy with the market to be honest. The fact that they don't screen your applications for 2 weeks is a huge advantage. BTW they changed the stat reports in the developer console. Huge improvement from what it was.
I hate sites that do that I'm still waiting on a few sites to approve of a few wallpapers. I just wish they would add a option to add a demo instead of making two applications.