Why Microsoft AdCenter not MSN AdCenter?

Not really sure why AdCenter is being launched as Microsoft AdCenter rather than MSN AdCenter as originally planned. A post on SearchEngineWatch had this to say....

The name change is a very curious decision. With all search related products branded under the MSN name, why change MSN adCenter to Microsoft adCenter? When going to the adCenter site now, it has been entirely rebranded Wednesday evening to coincide with the Thursday announcement. It will be interesting to watch others weigh in on this topic. I am not sure that rebranding from MSN to Microsoft is the best decision for adCenter, but it is certainly a decision that will get people talking about the possible reasons why for the rebrand.

Jack at the excellent, Microsoft Ad Center Code Blog (used to be MSN Ad Center Code Blog)is equally unsure (or maybe just plain disinterested in the name change.

At the end of the day it's just a name but it's interesting that Microsoft chose the brand that's maybe more known for offline product than online. Can we expect an AdCenter desktop tool soon I wonder?