Holtzbrinck Name Change

I had done a tongue in cheek post on the topic of Holtzbrinck's name change to Macmillan but took it down when someone asked me (nicely) to do so.

But it still gives me a chuckle to think about how long this name will last, and more so to ask the question, how long will many of us simply call them "the publisher formerly known as Holtzbrinck"?