In the early days, I used to use place=subdivision exactly like this. (I didn’t know the British term “housing estate” yet.)
I don’t have a problem with this approach per se, but I do find named landuse areas to be a closer reflection of what these planned suburban developments are intended to be: a homogeneous area of land use, big or small, that is strongly associated with a particular name. These developments constitute an alternative for finding your way around a typical American suburb, parallel to any system of neighborhood names.
Moreover, as weird as it may seem that there are brands of apartment complexes in the U.S., I think it would be even weirder to brand places than landuse areas.