There is a pretty sharp product manager behind this move.
Between this move and the archiving of older Flash forums, it seems more like running from a bad brand (Flash) to me. Nothing too sharp about that, but it probably took a lot of effort from the PM to get the name changed. This isn't Microsoft! :)
The name change makes sense if I'm honest. Flash Pro has supported non-Flash (e.g. HTML5) outputs for a while now, and those options have grown increasingly popular.
Simply put, the app's no longer just "Flash".
This is good news, the flash brand was poison, people couldn't separate the software from the plugin. It was always an excellent animation tool