I've had to deal with a lot of confusing situations where FL
customers mistakenly call TZ
asking for help with things because of the name similarity. Then again a lot of customers still call it AT
This change isn't really a change at all as TZ
has been commonly known for a very long time simply as 'ATA.' I personally think Amtran is a dated sounding name and it would also completely destroy attempts at marketing ATA to date, including all the current campaigns designed to increase market recognition. And it would mess up the gorgeous new paint job.
The fact is though, ATA won't take any getting used to because as far as the public are concerned, it's no change. A common question, actually, is "what does ATA mean?"
BTW, good choice on topic