So what's wrong with going ahead and calling all these things you're not conscious of and cannot choose to focus attention on "unconscious"?

Why don't you ask the scientists who've chosen to start using "other than conscious" and "non-conscious"? I imagine their insights would be useful. ;-)

My personal reason, though, is that the term "unconscious" implies a unity and coherence to these phenomena that does not exist, and is easily over-extended to a fallacy of grey -- an excuse not to dig, a "stop sign" for thinking about your preferences andpaying attention to your mental processes.

And I particularly dislike the notion of an unconscious "mind" because it primes all sorts of misleading anthropomorphic projections of intention, purpose, and independent behavior, as well as unknowableness (after all, how can you ever really know what's in a "mind" other than your own?).