What's in a name? At last week’s LeadingAge, CCRCs became Life Plan Communities. The change was made because "continuing care" implies a setting where older adults are being cared for. (Duh.) And apparently 84% of consumers younger than 65 didn’t know what a CCRC was. Probably young folks also didn’t get it when AAHSA became LeadingAge in 2011. To the outside observer who last attended in 2010, the LeadingAge conference seems unchanged, and the business of the members? Also unchanged. The book of session topics, exhibit hall booth purchasers, and the roles of executives attending – appears to be the same old, same, as it were, old – not-for-profit CCRCs, uh, Life Plan Communities. Oh, and the for-profit equivalent, ALFA, will not to be outdone namewise - that association is now called Argentum (Latin for 'Silver').