Usually the simplest explanations are the right ones. Who expects to create a new form of exchange, that goes on to become a $10 billion network (and maybe one day far larger)?

It's entirely plausible that Satoshi thought using that name, on his little project, would be enough. There is sometimes a lab mentality among people whose work has mostly been hidden away, they would never expect it to touch every corner of the world economy. It was just an experiment early on, and by the time it was obvious it would be more than that, his name was already attached.