The people like us will know whats what. The average Joe doesnt know the difference between AMD, Nvidia, or VIA. They will just get whatever falls in their budget, and probably pick it based on what software is pre-loaded
Then the third group are the ones who know to ask questions, even though they dont understand 90% of it. They will get help from someone they know or a sales man, who should know that AMD = ATI.
I dont really see it being a problem. Maybe a very small percentage will ignore them due to the name, but for the AMD fans, and those that dont care whats in the computer, it wont matter.