They have expanded on this further by stating that originally, when Battle.net was conceived, it was not common practice for games to provide an online networking service for themselves. In an effort to make it easier to explain what exactly Battle.net was they gave the service a unique name and identity so it could be easily recognizable and understood. Today, we are in an era where online gaming and networking is the norm, it is expected and commonplace. The name Battle.net is now no more than a novel memory of a time when online gaming was still being born.
This is becoming a much more normal practice as companies consolidate their services into single easily recognizable branding. You may recall Sony did something similar as recently as 2015 when they renamed and unified their various Sony Entertainment Network services into the single much more popular PlayStation Network.
