The Elston Edge – you know, the area between Bucktown and Lincoln Park

Every now and then we report on real estate agents’ and business groups’ efforts to brand a new neighborhood. Anyone buying River South, so far? The latest one is the Elston Edge, pulled together from the cast-offs of Bucktown and Lincoln Park. The Elston Edge’s boundaries are Fullerton Avenue to the north, Ashland Avenue to the east, Damen Avenue to the west and Armitage to the south), according to a story in the Chicago Journal. (See this little map, where we’ve pinpointed the center of “the Elston Edge.”)
The story points out that big-box retailers such as Kohl’s and Best Buy have spurred the growth of mom’n’pop businesses along Elston Avenue. The Webster, Wood, Elston Neighborhood Network is working with the Wicker Park & Bucktown Chamber of Commerce to rebrand the neighborhood. Apparently WWENN held the first annual Elston Edge Fall Bash on September 30. What do Yo’all think? Is there a case to be made for giving this formerly industrial area its own neighborhood name? If so, can anyone come up with something better than the Elston Edge?