This as a pretentious comment as it gets. And because of that, stupid as hell.
If you can only see one side of the coin, you are as limited as the ones you consider to be in their "localized" small world.
You ignore the fact that while it may be great for future young kids, the average 40 + year Italian supporter will be very disappointed. They are the core of the club. There is a lot of people that will feel disrespected, and the fan base is the most important asset of any football club.
If you don't think there are risks involved in this move - that is very bold, indeed - and that there isn't another view that should be considered and respected, you are as ignorant as those you refer to.
This could be a genious coup or a huge embarassment that could end in 2 years, really.
The only think it isn't is an inevitable development as you imply, which isn't hard to understand when this is the most important/revolutionary rebranding in the history of football, and possibly of sport.