Name Change - What on earth for ?

I understand if you are a global corporation and a household name then you can call yourself a random word and everyone still knows what you do (eg Apple or Amazon) but for a company that is not well known the name of the company should make it obvious what they do - CVcheck indicated what they do - what does Kinatico mean. I guess management want to leave a mark - like teenagers carving their initials on a tree. A bad idea and a waste of time and money. I support the buyback - but the name change is just pure folly.