I don't think that WELL stands for anything.
Though if it did, I'm sure it would mean "We Eat Large Liverwurst."
And yes, CSI is just a Shorty rebrand, much like "Matrix" is a Evike rebrand. My first electric was a first generation Jing-gong AK47 rebranded as "Matrix."
I would guess that CSI is just trying to gain some thunder from the TV series, along with Matrix trying to steal thunder from the movie.