Came to say the exact same thing, I can't upvote this enough. It makes it sound negative, similar to the phrase "black hat".
There was a talk show on the radio yesterday about Tor, the illegal trade of drugs and other bad things on the Internet. They referred to it as "The dark web".
Otherwise they were just wrong.
That being said, caring that the name might 'sound negative' seems ridiculous. Anyone who wants to rely on a form of secure communication wouldn't base their judgement solely on a name and ignore the context like who founded it. People who are willing to make those snap judgements aren't interested in the service.
The future of security depends on having everyone use it, including those who don't currently (realize they should) care.