Isn't this just playing with words, though?
It's like the whole debate about calling dark skinned people black, or n*****, or Afro-American, or whatever. If people are already prejudiced, then changing the word isn't going to change that, sadly.
Chemical imbalance? Certain people will just nod politely and still think "crazy" in their minds. You can try and cover it up in a fancy dress, but too many people think SA is weird, that's the problem.
We need to remove the stigma somehow. :?