I don't see the Stumpjumper as quite the same thing... the mainstream end of Specialized bikes was always Hardrock/Rockhopper/Stumpjumper and there were different variations of each for many years. Hei Hei was always one specific thing- US built Ti framed hardtail.
I know what you're saying Dave, but I can't see what they had to gain by using the name for that bike...
Apparently Hei Hei is Hawaiian for 'race'. The classic Hei Hei was arguably Kona's most capable XC racing bike, so the name was valid. It's slightly stretching a point to say that the full-suspension Hei Hei is a race bike anyway, but giving the same name to a 29er seems to suggest that someone has lost the plot.