Just going back to your point here, I remember someone talking about this before somewhere, I think it may have been some MP's wanted the question to be about ripping Scotland from the righteous glory of the United Kingdom, although I may be embellishing slightlyThinking Aloud wrote:
* Should Scotland be an independent nation? "Yeah. Why not? Sounds good." *waves flag and cheers
* Should Scotland stay united with the rest of the UK? "Hang on - what will actually happen if we vote, 'no'? I'd better look into it a bit more."

But, in truth, it's more to do with electoral mandate I think. The SNP won an overwhelming electoral victory in 2011 and simply have a mandate to ask the question, and at the very least propose a specific question. They get to choose, frankly. As the Westminister coalition proposed the AV wording, then changed it after Electoral Commission recommendations.
To be honest, the fuss over this question and the claims (smears) about rigging just demonstrate how politically charged the issue is. If the independence ref had been treated the same as the AV ref by the political parties, today would not even have registered in the news & media.