I have doubts about the author's overall point, but something to consider is how does a name help/hinder search? A name that's overly mundane, say, "Go", becomes problematic to google (hence the need to search for "golang" or add other terms).<p>I feel almost like there's an analogy between choosing names for packages/projects and bird calls. Birds need to make their calls stand out in a given ecosystem. If you have a dozen projects like, say, "object-mapper," "object-db-mapper," "object-mapping", "object-mapper-thingy", "object-mapping-service", "db-object-mapper", it's hard to remember wtf was the one you need. If in such an ecosystem your project was named "Orangutan," it might stand out and be noticed. OTOH, if all projects in a given ecosystem have weird names like "murano", "swift", "glance", "hotdog", "gorilla", "zaqar", "cthulhu", "funky-chicken", "Sauron" or whatever, it may be hard to remember what they all do/mean -- yes, I'm giving you the side eye, openstack. In such a space, "cloud-disk" or something might win, IMHO.<p>Slightly tangentially related is the use of odd words in log messages to aid searchability. I've been grateful for misspellings in the past, so I could easily grep for some critical log message containing `transation_id` or whatnot. (Good struct logging makes this less necessary, thankfully.)