If I were FD's marketing department, I'd be putting pressure on keeping Elite : Dangerous.
I doubt anyone that is itching for it's realease much care what it's called, they just want it to be awesome ;-) but it has had a lot of media attention over the last couple of months, and there are a lot of people out there that dont really know what it is, but know the name 'Elite : Dangerous'
in 14 months (or so) time, it will appear on game-shop shelves, that name recognition will mean a percentage of people that would have otherwise walked past, will instead pick it off the shelf and read the back, and a percentage of them will subsequently take it to the till (or later mention to someone 'oh that game you saw on the news last year you told me about ... saw it in the shops today')
Yeah, I want it to be awesome, but I also want it to make loads of sales, because loads of sales will mean we get to walk on planets and wander round our ships sooner.
So I think stick with this rather 'odd' name, I'm used to it now anyway, and have grown to like it.
Hopefully FD will think about the first expansion name and maybe involve the community before the media makes it known as 'Elite : Dangerous expansion 1' ;-)
*edit: replaced all

's with : D ;-)