The name is branding.
Michael Andrew Haines.
1

Are you seriously arguing that we should choose the website name that there’s less demand for? Like I’ve argued a gazillion times, the more useful people perceive something to be, the more money that they will be willing to pay for it. Here’s what happens when you completely remove willingness to pay from the equation…

Boaty McBoatface. That was the name chosen by the British public when asked to name a new scientific research vessel in April 2016. And of course, it was. It’s funny! You see, when you ask a lot of people for input on a topic that is not that important to them you’ll get a great deal of silly inputs. — Aran Rees, The stupidity of crowds