I really don't care what it's called. 95% of the stuff in this game is analogous to WoW.
Seriously, I will continue to call it an Auction House. I will call Operations "Raids" and may even continue to call Flashpoints "Five Mans", though I may learn "four mans".
Silly name changes to make it seem different, but the lingo is already mmo culture.
ps...Avatars are still toons too.