This has been done before:
When St. Benedict Press, a basically Novus Ordo outfit, purchased TAN Books & Publishers in 2009, they actually changed the meaning of what TAN stood for!
TAN is supposed to stand for Thomas A. Nelson, the founder of the company. He was a Traditional Catholic pioneer, in the Traditional movement since the early 70's. Besides his Catholic book business, he also was involved with the Order of St. John, Knights of Malta, under whose auspices he set up an independent chapel in Rockford, IL in 1974. I'm not a huge fan of OSJ, but the chapel had 120 Faithful at its peak, with 2 Masses every Sunday. The chapel lost MOST of its parishioners when the Institute of Christ the King came to town in the mid 1990's. The ICK got the diocese to give them an old church downtown, and they've been playing 1950's parish there ever since.
But a lot of good fruit came from that independent chapel; a lot of people kept the faith and many people saved their souls.
But back to St. Benedict Press -- the new owners changed TAN to mean, "Tuum Adoramus Nomen" or "We adore Thy name, (O Lord)".
I think it's shady to redefine the meaning of a name like this. If anyone likes TAN books, they should say a prayer for Thomas Nelson. He's still alive by the way. Why not mention him in their books, asking for prayers for him? It seems only just.
Remember, just because we have lots of little Traditional Catholic publishers today doesn't mean we always did. Those over 30 should remember that in the 1980's there was pretty much ONE place that reprinted hundreds of pre-Vatican II Catholic books for the English speaking world -- and that was TAN Books.
Angelus Press, Sophia, Ignatius Press, all those guys came much later.