Microsoft rebrands Bing Chat to Copilot, to better compete with ChatGPT

As a brand, I think Bing is a boat anchor on anything it touches. I have positive regard for Copilot as a brand. However, it seems like it's getting saddled with a lot - developers have copilot, Windows has copilot, MS 365 has copilot.. and they're not the same. That's a lot of copilots - it's a veritable crew. Maybe some hierarchy is needed - flight attendants, perhaps. And where's autopilot?