I don't think the term "atonal" is going away. :P Many people I've talked with don't really call that many pieces "atonal," because many modern/contemporary works which some might call atonal actually have tonal implications throughout. That makes it neither atonal nor tonal.
I'm finding more and more that it's not that accurate a term, but we have to deal with it.
+1 on AA.
I'd suggest, JRC, not to allow your row to become a sort of "A", because IMO tone rows are not characteristic enough in and of themselves to be identifiable as connective musical glue. Perhaps I am betraying my ignorance, but they all sound so similar once they get going that the individual rows get lost on me and I'm just paying attention to the motion and textures.