Reading the GI.biz article, the names are going to be changed to something real later on, I think they just want to give the new leadership teams time to decide or don't want to announce where some of the smaller groups are going.
My take? Its a pretty smart move, though I am not all in on the implementation. One of Embracer's biggest woes is that they are so diverse in offerings that their stock isn't really appealing to any one type of investor. They have a somewhat successful mobile/PC casual division (Coffee Stain) but if you want to buy a mobile game stock why would you saddle yourself with their "AAA" business when you could buy Playtika instead and just get mobile.
Asmodee is a huge chunk of the business, apparently operates at a loss and isn't really relevant to the rest. One of the go-to lines that Embracer's detractors used last year was that they purchased Asmodee for a certain amount (1.5 billion?) only to see the entire company's value decline to that same amount after the Savvy Games deal fell through. Now whoever does want to own Asmodee is free to do so without it being tied to a bunch of games stuff.
And then you have "Middle Earth Enterprises" which is where it looks like everything else will end up. Personally, I hate the name, I think they've done a god-awful job of managing LOTR and are driving the IP's value into the ground. Should have went with "Nordic Enterprises" or Plaion or just made something up. Which, you know, they are still free to do.
Of the three companies, Coffeestain is a smart buy, I'd stay away from the other two.
edit: Wait, THQN is going with CS while Plaion is going with MEE? That makes no sense. They're being dummies.