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Long Long ago… when I stepped in Flex I asked the people why are we need a new builder and new framework to create SWF’s at the end of day… why can’t we do this in Flash itself.
Some one explained me that in the intial stages of Flash is used to created “Skip intro movies”, adds, banners and many other multimedia works … when timepasses FLASH ENGINE evolved into robust and powerful that can easily handle enterprise applications, but already customers and many developers had a mindset that FLASH is used for SOMETHING other than ENTERPRISE and also developers from JAVA (like me) and other streams are not attracting towards Flash development because of its FRAME Style programming. Thats why Macromedia created a special framework which is easily understandable and has very low learning curve called FLEX Framework and to develop this we are having FLEX Builder which is very similar to Eclipse (because its built on eclipse and also you can use it on eclipse as plugin) by using these tools you can create good impact on the customers by which you can easily differentiate the power of Flash Engine into two parts one is Flex (for Enterprise applications) and other is Flash (which is going to use for Multimedia and Gaming). and now its easy to convince the customer why to use Flex 
. “I was convinced” at that time.
and now Adobe announced that Flex Builder is renamed into Flash Builder
the most interesting question for me from theflashblog.com
What about clients who cringe when they hear the word Flash?
Here you have two options. You can continue to simply use the term Flex or you can educate them that Flash is now a mature development platform and not simply annoying skip intro movies. We as a community need to spread the word about what Flash really is now. Also you really have to have your head under a rock to not realize that Flex applications run in the Flash player.
So go educated the customer that FLEX BUILDER now called as FLASH BUILDER
Because at the end of day CUSTOMER MATTERS for me or for them.