When importing the Wildfire plugin into an local update site, there is an oversight in the manifest.mf
From the manifest.mf:
Bundle-ActivationPolicy: lazy
Bundle-RequiredExecutionEnvironment: JavaSE-1.6
Bundle-Name: %Bundle-Name
Bundle-SymbolicName: org.openntf.wildfire;singleton:=true
Bundle-Activator: org.openntf.wildfire.Activator
So when imported into an update site the plugin appears in the views as %Bundle-Name