EA-Land.... The Sims Online: Let's try this again

I found this on Kotaku today.

To summary, EA is bringing The Sims Online back, making it free, and calling it EA-Land. They are also adding connections with Facebook and enabling user-generated content, among many other improvements.

Here is the EA-Land official site.

With the addition of user-generated content and the ability to buy simioleans (currency) with real dollars, it seems to me that EA wants to create a competitor to the popular Second Life. I'm just confused as to why they decided to use the architecture from The Sims Online but not leverage the "Sims" brand in the name.