Bodegas traditionally are run by Puerto Ricans and Dominicians in the NE (Not Mexicans).
Taken into a NY-centric context it's easier to understand the backlash in a rapidly gentrifying and appropriating atmosphere.
It is a Xoogler-founded startup called Bodega offering a product that would compete with, and potentially replace, real-world working-class owned bodegas.
There's a certain "startup style" that appeared in the marketing for tech in the Web 2.0 period, maybe kicking off when Google adopted "Don't be evil" as their corporate slogan. (I allude to it here: https://news.ycombinator.com/item?id=15436272)
The name being too accurate falls into the stereotypical Silicon Valley trap of cheerfully "disrupting" with negative consequences for "regular people." Not only does the product ostensibly challenge the economic security of bodega owners, they're using the name of their livelihood to brand their own company. So the name becomes an extra sore spot. It's insult to potential injury. It's banally Orwellian, in the Ministry of Peace sort of way.
I am starting to see it: the name is too cheerful -- almost boastful about a powerfully-backed business beating their less-powerful competitors.
Markets are brutal sometimes. This still seems to rank pretty low on that scale. For a long time competition was looked at more like a non-violent form of warfare, and this wouldn't even register. Now, I guess we have a more cooperative view of business (or perhaps some people have just never been in business and don't know), so they should be sensitive to the plight of their competitors.
There's a colonization sort of dynamic emerging when sharp differences in tech are involved. A VC-backed state-of-the-art startup going against old-fashioned brick and mortar shops is like tanks against spearmen in a game of Civ. Or gentrification through other means.
Maybe it has more to do with economic competition than cultural sensitivities?