They were probably desperate to show the difference between her and Wonder Woman.
"She has short hair! She doesn't show skin! She is an actual Captain, so she has a bunch of other heroes to give orders to. Remember Alpha Flight, Canada's premier super team? Well now they are just her underlings! Now give her Ms Marvel name to a sidekick but don't call her a sidekick and make sure that they hardly ever talk to eachother and give the sidekick polymorphic abilities that she will use to make a big fist most of the time!"