Several shop names are repeated nigh-endlessly in MC's Westside and City Center: Killzone, Cardboard Heroes, and many others (including a grocery and a jeweler whose names I don't recall offhand). I think it would look much better if there were more options.

Would it be a big PITA to add some more variety in these small businesses?

If we players were allowed to submit our own ideas, I'm sure we could come up with lots of them. (I know I have at least a couple of ideas running around in my head.) For that matter, tell us how big to make graphics for the signs and we'd be happy to make them for you, often for no more compensation than bragging rights.

Yes but Cryptic would have to still sort out all those names and process them, as well as design graphics for them and load them into the game, and I don't personally feel like it's something the average player cares too much about. There are some things that break immersion for me in Champions, repeated shop names isn't one of them. I do think it would be a good idea to use real adds in-game, (real shop names, like Papa John's instead of Darren's Pizza) since Champions is set in the real world (well kind of) it wouldn't be a huge stretch just to create profit.

I don't think we'd end up with thousands or even hundreds of submissions. And if we had the specs for what size to make the signs, we could design those for them.

The only problem part would be inserting the graphics into the setting. That could wait until there's already going to be a review of the area, and other changes are due anyway.

Like you, I don't consider this a big deal, but it would be nice to have greater variety and fun to create the stuff that gives it.