I understand what you are saying, places are whatever people agree to call them, but I don't doubt that real estate agents, developers, etc are eager to have places called by new names when they are gentrifying the area.
Sure, but only insofar as any group of people living in a neighborhood likes to name it. Or do you still call the city by its original name, Yerba Buena? :)
Edit: Oh wait, that was a renaming too; just ask the Ohlone.
