@DeathByVisualStudio: I honestly can't believe anyone can get quite so worked up around a term that is only relevant to developers. I'm glad there is a term, because it's been quite irritating in developer focused conversation to refer to them without resorting to just saying Metro. Though I think "Start Screen Apps" would have been a bit less confusing (since desktop apps can appear in the Windows Store), but hey ho, at least it's a decision.
To all non-developers though, they're just apps. They don't need a term to distinguish between them and desktop apps.