A Country Bumpkin Offering Sunshine

I don't mean to make fun of people in Chinatown. I am sort of Chinese too (even though Taiwanese are definitely not people living in China); laughing at them is like laughing at myself. I cannot help to notice this unique name of the food store I occasionally shop at - New Dick Market which doesn't make any sense with either translated back to Chinese or what it looks like in English. Where is the old dick? I am just curious. Would you like to buy some new Dicks? Maybe, the owner didn't know dick is actually a nickname of men's penises; I am certainly embarrassed by going to the New Dick Market. I hope people would avoid having "dick" in their stores' or new born babies' names. Another example is Dick Cheney - a good first name for a bad politician though. Could anyone tell me why Dick has to be the short version of Richard? Doesn't Richard sound better and less embarrassing?