Well it seems that the Department of Homeland Security are getting involved via their US-CERT team.

I wonder how many of the non-US AV providers will buy into the scheme?

http://www.virusbtn.com/news/virus_news/2004/11_25.xml

I suppose if they took the same approach as the pharmaceutical industry it would help. Drugs have a generic or "official" name and then the manufacturers have brand names. You use the generic name as the cross-reference.