Firefish is definitely a bit of an unfortunate rebranding. Though 'Calckey' wasn't exactly setting the world on fire, as a name, either. But at the end of the day, we really need to learn to recontextualize fediverse plataforms as software that runs a service, not the service itself. They're website engines that power social websites, not a social brand in and of themselves, kind of like how WordPress is a quasi-static website suite that is used for a huge number of blogs and quais-static websites.
No one shares something from, say, the TechCrunch website, or Time website, and goes "Hey, Iook what I found on WordPress!"