Why isn't the Double Quarter Pounder just called the Half Pounder?

I’ve wondered this for years, the question coming upon me while perhaps a bit too high, going through the drive-through ordering a few of the said sandwiches to fight one of the most brutal munchies attack I’ve ever had to combat. Since I’ve humorously pondered it whenever reminded, often asking friends while in line Mickey D’s.

But I am honestly wondering. Especially now in a time of recession, they’re cutting corners where they can, hell they removed a goddamn piece of cheese from the double cheeseburger! You think to save some pennies on advertisement they’d cut it shorter, saving sign space etc. A lot of companies have simplified their logos and product designs(Mountain Dew is a big example) in what I believe is an attempt to let consumers know that they’re hurting as well, and going with more simplistic advertisements.

So what gives? Why does McDonald’s still have this pointlessly long sandwich name attached to their product? Any opinions Flutherverse?