Uber, meaning "above all the rest" in German, was specifically chosen to link with high class. Google is the more intuitive spelling of "googol", a 1 with a 100 digits. Without even googling Verizon, I imagine it links to stretching to the horizon, which is something I subconsiously want from my mobile data provider. I could go on. Then you have companies with great names, which immediately tell you what they do. Facebook is a good example. Urchin provides nothing. In fact, it's definition, a "raggedly clothed child", is a terrible connotation and a sea urchin isn't much better.

I wholeheartedly agree with prioritizing working on your business instead of on its name. But I fear the article, especially given the title, trivializes a part of a company which is still very important.