The real problem is folks who know nothing about it weighing in like they're the world's foremost authority. You can arbitrarily shuffle around definitions and call it "Poo Poo Head Intelligence" if you really want, but it won't stop ignorance and hype reigning supreme.

To me, it's hard to see what cowtowing to ignorance by "rebranding" this academic field would achieve. Throwing your hands up and saying "fuck it, the average Joe will always just find this term too misleading, we must use another" seems defeatist and even patronizing. Seems like it would instead be better to try to ensure that half-assed science journalism and science "popularizers" actually do their jobs.