Straying a wee bit from topic are we not...?
Arch makes a fair point re 22B... but I'd be interested to see the 22B membership figs and demographics. I rather suspect the audience is considerably narrower as it tends to attract a more techy/ race-orientated punter (IMHO).
By comparison to Impreza, the "Cupra" mark has applied to several SEAT models, at least one of which is still available from new.
As per the name change, we're just trying to keep things broad and offer a little something for everyone.
Call it stupid... call it what you will... but I'm grateful for criticism being kept constructive