Southernhighlander, I think you may be too personally invested in the moonshine culture to appreciate Roger's point. I, like Hedgebird, made a conscious decision to avoid calling our white whiskey moonshine. The term moonshine means a lot of things to a lot of people around here, not all of them positive. While I appreciate a good moonshine, I also see a lot of shortcuts taken by some who simply purchase GNS, create dozens of flavor options and throw it in a mason jar. People seem to love it, especially the non-whiskey connoisseurs (trust me, you don't want to be at a tasting event right next to the moonshine guy and try to get non whiskey drinkers to appreciate your aged whiskey right after sampling a variety of apple pie, strawberry panty dropper, pink lemonade, etc).
Moonshines definitely have their place in the craft world, Roger's point was simply (I think) that including "shiner" in your name may very well prejudice the craft consumer you are trying to capture?