WI - Marvel Comics remained Atlas Comics

What if Marvel Comics remained Atlas Comics?

And how would it affect the development of OTL Marvel and DC characters who were both named Captain Marvel (e.g. Shazam, Mar-Vell, etc) and Atlas (e.g. Altas, Erik Josten, etc) respectively?
 
Unless this re-naming would have somehow
prevented Kirby & Lee from coming up with all their immortal characters(The Fantastic Four, the Hulk, Spider-Man, etc.)I can't see it
making a difference(we've now have "The
Atlas Cinematic Universe!")
 
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