A long requested feature has been to be able to rename featureTypes, as datastores like ArcSDE can have long kind of nasty names, and often people just want something more friendly than what's in their database. Right now we make people use a view.
There is now code to rename features, used in the WFS datastore, that can actually accomplish this. We should make use of it. A UI configuration would obviously be ideal, but is a bit ambitious with our current stuff. Instead we can just make this an option for power users, by making it a configuration option only in info.xml. Call it something like displayName or outputName