That naming does makes sense, given what the treatment does, although I agree they really need to work on their marketing and come up with a term that won't cause confusion or get the anti-vax folk excitable.

From the article:

"A typical vaccine teaches the human immune system to recognize a virus or bacteria as an enemy that should be attacked. The new “inverse vaccine” does just the opposite: it removes the immune system’s memory of one molecule. While such immune memory erasure would be unwanted for infectious diseases, it can stop autoimmune reactions like those seen in multiple sclerosis, type I diabetes, rheumatoid arthritis, or Crohn’s disease, in which the immune system attacks a person’s healthy tissues."