Unless I missed something, I don’t think the location being called Bad Wolf was a revelation.

One way to read it — and I think perhaps the way intended — is that this beach is the original “bad wolf”, explaining the phrase getting scattered through time last series. This is what Rose was really trying to tell herself, in the moment when she could see all of time and space: she saw that this was the end of the road; the precise time and place that will allow her to “get back” to the Doctor and say her farewell, and so she scattered the clues backwards to lead her there. The earlier “bad wolves” are all backwards echoes of this.

Either by coincidence or design (on Vortex-Rose’s part), the situation in Parting of the Ways works as a really good early metaphor for the true “bad wolf” situation that will arise one series later — a metaphor aided by the “DÃ¥rlig Ulv” business. (Dalek = bad! Yuk yuk!) Though maybe Vortex-Rose also meant it as a trail to lead her back to the Doctor in that moment and create herself, that now seems like a secondary effect.

I mean. She could have used anything, any phrase to lead herself back there — and yet instead of any old phrase from out of a hat, she chose to use the ultimate “you can get back to him” phrase. This suggests that the phrase was less intended to get her to that precise moment (since, hey, she was there already!) than it was to impress unto herself its future significance. Which in a sense is slightly less paradoxical (and arbitrary) than the action seemed last year.

Still a little weird, of course.

EDIT:

Because what’s presented on-screen and in the dialogue of Bad Wolf/PotW clearly indicates it?

All that TARDIS-Rose says there is “I take the words, I scatter them” — at which point the words on the sign literally rip off the wall and fly off. Clearly the latter isn’t meant as a literal depiction of her transforming those particular physical objects into the Platonic forms they represent, and then scattering them — so I don’t know that it really means anything other than as an illustration of what she’s talking about: scattering the words “Bad Wolf”. Not neccesarily those particular tangible letters that she ripped off the wall; just the words themselves. Nowhere in the episode is it stated that the words originate at the station.

Because it’s the only way the plot arc makes sense?

Now, that’s clearly not so. Again, the arc would make more sense (and be more dramaticall fulfilling) if the words had some significance beyond simply the name of the owners of the TV station. Even within the episode, everyone assumes the TV station’s name is just another instance of the “repeated meme” (if you will). And frankly, the entire situation feels unresolved: why was the company called “Bad Wolf”? Well, it just… was. So why did Rose latch onto the corporation name as a “code” to send through time and space? Well, she just… did. The connection is tenuous and not really satisfactory. This isn’t an elegant place for a causal paradox.

Now, had the name an actual origin — were it to actually mean something significant to Rose or the Doctor (or better yet the relationship between the two of them — then we’d be onto something. Then the plot arc would make a little more sense, and it would be a little more satisfying as a piece of drama.

What to some degree makes the most thematic sense is if the original “bad wolf” is the final one, which is then projected backward. And as it turns out, this “bad wolf” is probably the most significant individual instance of all, as it refers to a time and a place at the end of everything where Rose can find the Doctor — where that last dimensional anomaly happens to be located.

Logistically, there is no reason why this could not be the origin of the phrase — and I don’t see how, as a retcon, it particularly complicates the events as played out before. Again, Rose had access to all of Time and Space. She would therefore see her entire arc with the Doctor; she would know when she left him, and would know the significance of that last meeting where they admitted their love for each other. TARDIS-Rose is, to an extent, a being formed of pure love for the Doctor — therefore, “I am the Bad Wolf: I create myself” makes sense in that context. Likewise, “Bad Wolf” as a message to spread throughout time to lead Rose to the Doctor carries a great metaphorical weight that would not otherwise be present.

It’s not impossible, either, that the bay is just one more thing she renamed way back in Parting of the Ways — except, why? Again, it just becomes arbitrary. If she was able to look forward enough to randomly rename the bay back then according to the name of the owner of a TV station, then how is it any less plausible that in looking forward that is where she originally found the name? Again, thematically that has the greater dramatic resonance; it’s not really any more complicated; and I don’t recall anything in either series that would logistically negate it as an option.