The Geithner Plan to regulate financial services industry

Secretary of the Treasure Tim Geithner today laid out his plans to overhaul regulation of the financial services industry with significant new regulation and oversight.

http://www.ft.com/cms/s/0/9d8a6dd2-1a11-11de-9f91-0000779fd2ac.html

There is a lot to be said about these actions by Secretary Geithner, but I really have just one question for Mod-Bloggers. Why is every financial plan out of the Obama White House "The Geithner Plan"? Shouldn't at least some of these be "The Obama Plan"? We have the Monroe Doctrine, the Bush Doctrine, etc., but the current president seems loathe to put his own name onto anything. Perhaps to provide deniability when/if the plan should fail.