Ow, I have a saying for you too - "The boat sails exactly how you name it".
The danger of "established brands" (Hurd is not "brand" and is not "established") can appear only if a brand is unsuccessful. For example, in times of Borland, when they renamed company to InPrise - they thought about much better image by better name, but consumers got effect that Borland was so unsuccessful, it was sold to "InPrise".
Now, that is not going to affect us, because "Hurd" is not good name (feel free to start a poll, even here); and because we have "GNU xxx" prefix, which will always prevent Borland/Inprise-reaction.
.. unless most xkcd users are composed of "Hurd" developers, nobody will be hurt. And xkcd (&world) will follow, exactly in a way serious things are done; not vice versa.