MS borrowed more or less the Nokia name for mobile branding as Nokia is left for its mapping etc services. So, you would also choose to get rid of the naming that doesn't point to your own brand as soon as possible to get public recognition for future creations and innovations instead of boost and keep up the to-be-removed name asap.
And they have to get to that point before the whole windows 10 unite them all things goes on which personally I cant wait for. So much convenience for my pc, tablet and gadgets in general..