I wasn't offended, I just had a negative reaction to a name that was intended to have a clever, "warm and friendly" feel. (And I have a close family member who is active in AA, so I might be more prone to being offended than most would be.)
It's only marketing, true, and it seems like the discussion was an analysis of how they might have missed the mark in their choice of name. One of my job responsibilities is naming new products, so this is my area of expertise.
No harm, no foul. It's just not the best choice of name, which our mini focus group of members of the target market here seemed to indicate.
I like the concept, and wish these ladies the greatest success.