The New Season: Marvel Agents of SHIELD--A Brief Review

I enjoyed "Marvel Agents of SHIELD."  Actually, I enjoyed watching it even more than I enjoyed it the first time I saw it, when it was called "Alphas."  I trust I am not alone in happily welcoming back Agent Coulson (Clark Gregg), who has recovered nicely from his slight case of, um, death.  But do we have to call it, "Marvel Agents of SHIELD"?  How corporate-conscious do we need to be?  It's like always referring to "Yahoo" as "Yahoo!"