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Man, I wish I could say "That's ridiculous!"
Unfortunately, marketing is important - if it weren't, it wouldn't be one of the most lucrative professions in the world. And the name "Mandriva" simply doesn't sound cool. Mandrake did. Hell, even Conectiva did. But Mandriva sounds kinda wimpy.
If I were them, I'd come up with a different name for the distribution, such as "Distro X from Mandriva" kind of like Ubuntu with Canonical (until recently) or Fedora with Red Hat (until recently).