It's not just a name. It's policy, it's discourse. If it was just one isolated case, Mexico would have let it go, wait for Trump to loose another election and negotiate, but this is not an isolated case, so, it makes sense to fight back and keep Trump with full hands. Also, Google are assholes.
It's like they spent a lot in propaganda to differentiate between US and US tech giants vs China and Chinese tech giants but they're essentially the same.