MapQuest is having an unexpected comeback after refusing to adopt Trump's renamed bodies of water, a rare win for a brand most people assumed was long gone.

• The app has passed 1.5 million downloads and installs since the naming fight went public.
• People are not just downloading it — usage is high, and users are posting screenshots and asking for new features.
• Eric Trump mocked the company for still existing, which only fed the attention.
• MapQuest turns 30 this year, and nostalgia for printed-out driving directions is part of the appeal.
• The company says the choice was not political, just keeping the lake and gulf names people already know.

Outlook: MapQuest is racing to add features while the attention lasts, betting the new users stick around after the political story fades.