I have to admit there are some nice marketing names - e.g. "SPARC T1000" still sounds badass.
But especially for technical stuff I absolutely don't get it why more and more things have to be named like they put some 8 year old girl on a sugar rush in charge.
Still - for bare-bones bread-and-butter tools I just want clear, technical and descriptive names so I instantly know what they do. To a certain degree I'm OK with acronyms or puns on their (technical/functional) origins or function, like e.g. iocage/iocell for jail management or rEFInd which "finds EFI loaders". But if those names are too far fetched this can also become annoying very quickly, especially if every part of a software gets another ridiculous name - just look at the hadoop ecosystem for example: pig, sqoop, oozie, flume... why should this stuff be taken seriously if it all sounds like it belongs on a childrens toy computer?
A descriptive name also helps with remembering it when you only use it occasionally - I more than once tested some tool I really thought would make a nice addition to my toolset, but it had a purely fictional marketing-name that I forgot 2 days later and hence never used it again.