This is truly a shame and probably explains why Microsoft chose Windows Phone OS instead of Metro OS. I wonder why they didn't attempt to license the name or fight it (since it's unlikely that using the same name for a UI style and a retailer would cause any consumer confusion).
That doesn't mean picking "Windows Phone" isn't still a blunder. "Windows" is not a great brand to begin with and it already had a worse reputation after Microsoft abandoned Windows Mobile. Unfortunately, all of the WP7 shenanigans have only made this worse.
At this point, they really should go with something like "Xbox Phone" and I half-wonder if they'd do better with "Bob Phone" (it was at least a long time ago).
