Ok, the alliance that owns HzH breaks up and reforms about every two weeks in order to allow all the guild names to cycle through as the leader (OMEN is the only one I can think of off the top of my head). This new alliance name (which I see was requested at least a year and a half ago) would be a nice touch so that alliances that do that wouldn't be required to. My guild had no trouble recruiting (part of BTU alliance) members as long as we mentioned what alliance we were in (probably didn't hurt when we were recruiting HFFFers and paying for faction donated). If a guild lied about what alliance they were in, the member would know that as soon as they joined and then could (and easily justified) leave and look for another guild.
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