Henrry, I made the same observation when I first started on Steemit ... "Discord, why would they call it that?" I suspect someone was trying to be "edgy" which is a big thing in advertising these days. As P.T. Barnum once said, "If you want to draw a crowd, start a fight."
Personally, I think the strategy is a bit silly. With everyone trying to sound edgy about everything, edginess has lost its cachet. And, in the day and age of Twitter, millions of people getting together to argue about everything (as is suggested by the word, "discord") isn't particularly unique or defining. It's more ordinary than extraordinary.
Given that so many people now know the brand name though, I doubt the powers that be would ever consider changing it.
Quill
Hi, Quill.
Yes, I know that actually changing the name is not an option.
A brand is a brand and this one has been widely adopted.
That being said, some products have been re-branded (Instagram, formerly known as Burbn; Dunkin', formerly Dunkin' Donuts; LG, Lucky and GoldStar; 7Eleven, formerly known as Tote'm, Google, formerly known as BackRub). Who knows, maybe in the name of political correctness and harmonious language that promotes acceptance rather than conflict we get this one to make some adjustment. :)