When it originally came out we called it the BitShares Exchange Network (Big BEN) because one blockchain serves as the backbone and common order book of a network of exchanges including openledger and freedom ledger. I'm probably missing some and deliberately not mentioning one that is to be.
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Maybe having a name for the "standard" BitShares DEX+wallet might clear up some confusion. Maybe call it the "BitShares.org Wallet" or something? Most people, I think, think of this when they think of "BitShares" but that leads to confusion (much like "Bitcoin" and "bitcoin" are two different things... a protocol and a currency on that protocol).