I think this statement says it pretty well. Keep the name they've had for ~80 years. If their product develops for the markets they do and will or may serve, the name will become well known. But keep their roots. To me, Virgin has no roots in America, they are a spawn of British roots and had such a small market in the USA that I think outside where they go now, not many people known them either, there is no recognition outside their route structure as some from San Francisco or Los Angeles may want to think that would make that the be all and end of of names Alaska should adopt. Keep your proud heritage and roots, keep the Alaska name.