The name might not be pretty, but people will get used to it. I just saw the blurb in Review of Optometry. I think it was a bold step on their part to expand the college in such a way. Just because the University has both PA's and O.D.'s at the same school doesn't make the professions equivalent in the public's eye.
This could be a new paradigm, and a way out for the Optometry Colleges when it becomes obvious in the near future that there are way too many optometrists.