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Brand linguistics and perceived connotations. There's nothing wrong with "fish" for lunch, but compare it to some testable market research and you'll find words like "seafood" are more likely to generate positive connotations. Words matter.

Some distance shots found on Flickr. http://www.flickr.com/photos/39018447@N08/4380861672/ http://www.flickr.com/photos/nakrnsm/4379993845/

I'm not sure I see how it would be a big security risk. Houston Center and the Pavilions both pass over streets. It practically screams "1986!" at you. I'm not a big fan of it myself, but it is getting dated enough to start coming into its own as a legitimate 1980s period piece. Re-facading buildings seems like a good idea at first, but however it is redone, it is just going to start looking dated again in a few years, and all you have accomplished is to destroy whatever architectural integrity the structure once had. Just think of all the old buildings downtown that were ruined by changing the facades during the "modernization" binge of the 1960s.