...because if they use the same names people will equate the new team with predecessors (Gladiators in LV and Thunderbolts in Cle). If you name them the Thunderbolts people will most likely simply think, "oh, I remember those guys" instead of "the Steamers? Cool. We should check that out." They need to differentiate themselves from teams that have not worked in that market and in other markets and publicize as a brand new, exciting entertainment product.