I feel uneasy about making too many or too large steps at once but I think modestly altering the name could be a small first step - just to re-orient people's perception of HBD. Of course I also don't know how much material difference it would make as I am simply going by my own "would be" initial impression of HBD, and that is, it is not as strong as a brand as something like USDH which might immediately give people a little more confidence.
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