I don't know if it's true, but JDW said the decision was made for Laura's name change before he became the next X editor. But he was definitely in charge during the X-23 series, Disassembled and Fallen Angels and there are some bad decisions there... And I don't think he cares about Laura much, he said he doesn't consider Laura as Logan's daughter and he was surprised that in his x-men popularity poll Laura, as a relatively new character got a high rank.
And I agree, I can understand the marketing reasons for X-23 as the title of the book, but she shouldn't call herself that.