haha, yeah i can see the concern too..
it is like that in business, and I'm sure that Notch wants to use that name for that exact reason, and they're right.
Bethesda too, although it all tends to get a bit childish every once in a while..
but most of the gamers do know exactly which game is which, so there won't be any real problem for Bethesda.
I'm still buying Rage, that's for sure.