Why not? It's not like you get to pick where you fly now. Suppose you got a name like "SuperConGloboEverywhere Airline," and then Delta or United decided to pull a Comair on you. Now you're a true regional player with a ridiculous non geographic name.

Names mean nothing. The passengers could care less what you're called. They all think it's Delta or United anyhow. I bet those Southwest pilots are really embarrassed to be flying all over the country with some dumb geographically linked name.

How about we just rename all the connection carriers "Sub-contractor A, B, C, etc." It would make identifying them a lot easier.