This is true. But calling it the "James Bay Branch" then defeats the purpose of the new name.
I don't really agree. I'm sure the staff will actually say the name (e.g., if you call the branch) but wont expect the general public to be able to. It's inclusive and doesn't harm anyone. It will stir up all the a$$holes on facebook for sure though.
Reminds me of my trip to Ireland. All the signs in both English and Gaelic. Totally illegible to most and hardly anyone speaks it, but doesn't negatively impact anyone.