Per ign at http://uk.gameboy.ign.com/articles/708/708063p1.html Apparently the DS' success has put the GameBoy Evolution on an indefinite hold or a permenant vacation. This is quite unfortunate however, as the next nintendo DS should be called GameBoy DS , or something that embrasses both names. The name "GameBoy" has been around since 1989, and everyone and his grandmother know the brand name. Recently in a television series someone reffered to the DS as a "GameBoy". Iwata might be high on crack, but nevertheless we can all hope that the glorious name of the GameBoy won't be subsistuted for a lame acronym such as the DS. I personally hope that the DS and GameBoy lines will merge into a single product in the future. As it stands now the DS is a slight evolution of the gameboy advance, and not an alternative or competing platform.
Name? Why is the name such an issue? Either way it's a handheld from Nintendo that plays games. From a marketing perspective it could be wise to drop the Game Boy name since it is generally associated with childrens' games.