Why hasn't WebOS been rebranded?

So WebOS has gone from Palm to HP to LG and is still being labeled with it's original name.

http://www.theverge.com/2014/1/4/5274750/lg-puts-webos-front-and-center-at-ces-2014

Since so many companies seem to love renaming and rebranding everything, why hasn't WebOS? It seems hard to believe that these companies think there is still brand recognition, much less positive feelings about a brand that has publicly failed over and over.

Any thoughts?