I agree that Stack A is a better name, much more authentic and a better description of the project.
I think that the marketting of the project to UK retail has influenced the name in an attempt to market this as Canary Wharf Dublin.
Ask your typical Irish person where the Custom house is they know, but I suspect few would know that the Quay goes as far as North Wall Quay.
I think that in the longer term it will be good (apart from the name) as it should attract new retail and move the IFSC away from it's current selection of Spars and Centras.
I believe that in Spencer Dock there is going to be a ban on Spars and Centras, according to Rob Ticknell of Treasury the retail element will be carefully selected to ensure a higher standard of retail content.