I don’t have a problem with the name. The Five29 was always pretty close to the Alpine in terms of function. Now if you want an Orange Enduro sled you can have a 160mm 650B Alpine or a 140mm 29er Alpine.
I don’t have a problem with them making lots of different bikes with the same suspension design either. Giant do the same with Maestro, for example, which is just as established (or old hat, if you prefer) now. Getting the geometry right is more important, in my book and small tweaks can make a big difference to the feel of the bike.
But, when they hinted at a new 29er a while back I was (and still am) hoping for more than just a few new stickers on an existing frame.