It is important to consider exactly who Malcolm Baldrige was, and how he fit into the US political history.
50 years ago, Malcolm "Mac" Baldrige was included among the Who's-Who of the Nixon presidential campaign team.
http://library.cqpress.com/cqalmanac/document.php?id=cqal68-1282669On this site, Malcolm Baldrige is included among such notorious characters as John Mitchell, Bob Haldeman, Roger Ailes, and Richard M. Nixon.
With the increasing political divide in the USA, and similar movements emerging within other countries, the association of the Quality profession to prominent Republicans may be a deterrent to the leadership of Silicon Valley - based enterprises who are more inclined to support Democrat political figures like Obama.
The renaming of this award to a more neutral political figure might help is acceptance. Maybe if it was renamed the Steve Jobs Award, that would invoke interest in the innovative spirit and striving for superior quality that characterized Steve Jobs' legacy at Apple and Pixar.