Bea,
It's more what College Bowl
symbolizes. In the neutral sense, it represents that one
particular format, as opposed to NAQT, ACF, or TRASH.
However, for a lot of people on the circuit, College Bowl
symbolizes bureaucracy at its worst, poor questions, and an
organization that cares more about a nonexistent audience than
the players. Since so many people don't respect what
College Bowl stands for, they don't want to use it as the
all-encompassing term for the game. Quizbowl is a neutral term,
not affiliated with any format, so it can be used to
represent all formats.
Also, College Bowl
trademarking its name is representative of CBCI's attempt to
monopolize the game. A lot of people are offended by that
and don't wish to pay any sort of homage to
CBCI.
Hope this helps,
Kristin