The Google Now name appears to be going away

Google seems to be stripping Google Now of its name and breaking it into more generic parts. According to 9to5Google, the latest beta for Google's Android search app refers to Google Now as "Feed" and refers Now on Tap as "Screen search." Their actual names are (almost) nowhere to be seen.
There are a few reasons why Google might want to do away with the Now branding. For one, it was pretty confusing in the case of Now on Tap. While the name was clever, it wasn't at all descriptive; "screen