I changed the plugin name in the idea-multimarkdown plugin's plugin.xml while leaving the plguin id unchanged. This was done to eliminate name infringment on MultiMarkdown project at the request of its founder, Fletcher T. Penney.
This change affected the plugin name everywhere except on the JetBrains Plugins site and in the the "Plugins supporting *.md files are found" inspection.
It appears that the on the plugin site the name of the plugin is set on plugin creation.
E-mails to plugins-admin at jetbrains.com have not been answered.
What is the mechanism for changing the plugin name?