I don't think the name "DOTA" is as near and dear to Blizzard's plans for this game as some people think.
Anyone in the MOBA community already understands these are two different games, and will choose the one that is more engaging to them, whatever the name.
To the massive install base Blizzard already has (WoW, Starcraft, Diablo players) that never got into DOTA as a WC3 mod, they probably associate "DOTA" with a nasty community if they even have any impression on the name whatsoever. Blizzard's going to be popping prominent advertisements for their new free game to millions of already engaged customers and possibly keep developing their cross-game hooks (ie. Get cute hero in All-Stars to max level in a match, you unlock a pet on your WoW character that can battle in the new Mists of Pandaria expansion).
I think the lack of reprisal for using DOTA in any non-commercial work is a good thing to have cleared up - If this was built by a community, it's nice that name wasn't locked away.
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