BEAUTIFUL THINGS HAVE BEAUTIFUL NAMES?

Univers, Avenir, Futura, Akzidenz Grotesk, Helvetica, Filosofia... I might have a little bias in thinking these are beautiful names. Yes, only a little. Because these are beautiful names, if not great. I have been thinking if it might be a coincidence that more often than not, typefaces have beautiful names. I've concluded it is not: Savoir-faire, which must be common enough among type designers, implies saying the graceful thing as well as doing the graceful thing. Hence small wonder typefaces, which are the products of finical eyes and skilled hands, have graceful names.
A quote from Romeo and Juliet goes like this:

"What is in a name? That which you call a rose, by any other name, would smell as sweet"

Not knowing the precise context of the work where this line appears, I will have to say I don't agree to the statement per se. Names definitely matter. Names impart character to their owners, even if they happen to be people.
I have done some thinking on naming issues (mostly in the case of businesses and products) lately, and it strikes me how unremarkable, haphazard or even degrading some names are. Many seem to be oblivious to the value in a name, while there are some cases where the exact opposite is true: All Sidney Frank had done before he set out to create a new vodka was think up a name: Grey Goose. Could it have been any better?
Branding upon a wrong name is bound to be impaired. I have two examples of this, both from Turkish companies. One is Casper, the Turkish equivalent of Dell Computer (except that Casper makes only make laptops and PCs). I think it was a great mistake on their part to pick a name laden with irrelevant and degrading connotation. The first thing Casper calls to mind is the friendly white ghost, and it could make an apt name for a product targeted at the 0-12 range. The other is Arbella, the pasta manufacturer from southern Turkey, which aspires to become a national brand. The logic behind the choice was, I presume, something like this: "We have to pick a name in which there are two of the same consonant in a row so it sounds Italian". I could accept that if they had tried to align the rest of their branding with this Italianness, but it they don't seem to have any such intention.
One exemplary case is Amazon. It simply says: "I'm so vast that in me you can find anything and everything". Herculean efforts must have gone into living up to this promise, but speaking with the benefit of hindsight, the name Amazon is a neat choice. Back to typefaces, "Helvetica", says graphic designer Henry Steiner, "wouldn't have been nearly as successful named Germanica or Neue Haas Grotesk".
When asked "What are some mistakes you wouldn't do if you were starting up your business today?", Kenan Şahin, the professor-turned-entrepreneur who started Kenan Systems which he eventually sold to Lucent Technologies, says: "Choice of a name". Some people name their businesses and educational institutions they helped build after themselves out of a narcissistic tendency or a lack of care. I think one had better think twice before doing so.
So, to wrap it up, it definitely matters what you call it, whether it be a product, a service, a company, a boy or a girl.