Now, at some point we should come up with a better menu item name than Winetricks, but I have no idea how to sum it up properly. winetricks has a fair bit of name recognition, and requires no localization, so let's run with that name until we figure out what it should really be called, and what the GUI really should look like in the end.
I think it would be better to stick with winetricks, precisely because of the name recognition. Think of all the forum posts, AppDB entries, and wiki entries that mention winetricks. Change the name and we're going to have to endlessly explain that winetricks is now called something else.