From the mail thread (slightly edited)
"Just got asked by someone "can we rename the build now link because the job
is not building" ?

I have never thought of it, but the person was actually right, half
the time our hudson jobs is doing something else then building e.g.
Creating domains, deploying, running tests etc.

So is "build now" actually the best name for that link ?"

Several suggestions have come up so far:

• Execute now.
• Schedule Job.
• Queue Job.