ABSTRACT In July and August of 2023, on the eve of the 50th anniversary of the military coup in Chile (September 11, 1973), the Santiago City Council chose to honor the civil-military dictatorship victims by renaming 12 streets in the district. Unexpectedly, the Namur neighborhood, which had a one-block street set to be renamed “Ida Amelia Vera Almarza”—a dictatorship victim—mobilized and vehemently protested the decision. Utilizing a critical approach based on grounded theory and thematic analysis—in which the analysis arises “bottom-up” from an inductive triangulation of various sources—this article examines the reasons for opposing this renaming. The results reveal two primary reasons for opposition: the community’s need to preserve their historical identity embodied in the street’s name (Namur) and their feeling of exclusion and mistreatment. Contrary to some perceptions, this opposition was not driven by denialist or far-right ideologies. Thus, this article offers a novel viewpoint that extends beyond the traditional scholarly understanding of memory politics and suggests that memory battles are not solely about clashes between those for and against victim memorialization. Hence, it urges scholars and practitioners to delve deeper into the motivations behind the opposition to memory and human rights policies.