I have not read this whole thread---only a couple of pages. So my opinion is probably been stated before. eBid has 14 or so years of using this name. Changing it would only lose the name recognition that they have built up in that time. There are several other auction sites in the same category as eBid and they have the same problem with recognition.
What would be needed to give eBid better visibility would take many millions of dollars or pounds to be able to compete with feebay. When I paid me fees this month it is obvious that huge sums of money are not being deposited in the bank.
You have to make a choice. Either take the site for the good that it does or go elsewhere where they will do things your way.