There are two distinct issues here. The obvious one is the rebranding, but the more serious one is the proliferation of mutually-incompatible applications within the Esri product line. The way I see it, the former is a feeble attempt at fixing the latter.

I have been saying for years that ArcEditor was a mistake; it introduced nothing but confusion. My solution: Have distinct product lines for server and desktop. For the desktop: drop Editor like a bad habit. Bundle its functionality into ArcView. Have two desktop products: ArcView and ArcInfo.