I'm going to still call it the Market, or maybe "Market, er, Play Store." Why not call it something like "Google Market" or "Google Store?"
Recently I saw an ad with two young musicians. They said they used the Blackberry to schedule performances and keep in contact with the other musicians. They said, they used Blackberry as they needed a phone for working, not for playing. And here Google decices to call it the "Play Store." Sorta just as fuel to the flame.
A la George Carlin~~
With Apple you have an App Store.
With Android you have a Play Store.