I think you're wrong about IBM. Just about everybody knows it stands for "International Business Machines," and if I'm not mistaken it went by that name for a long time before it became popular enough to go by the acronym.
Naming is more important than you think. No doubt a great name won't fix a bad product, and a bad name won't hurt a great product too much, but outside those extremes, I think it helps to have a catchy, unique sounding name, that isn't too ridiculous sounding. If I feel silly or stupid saying a product's name (or an open source project's name), I'm not likely to recommend it unless it's just over the top awesome, which most things aren't.
Naming is more important than you think. No doubt a great name won't fix a bad product, and a bad name won't hurt a great product too much, but outside those extremes, I think it helps to have a catchy, unique sounding name, that isn't too ridiculous sounding. If I feel silly or stupid saying a product's name (or an open source project's name), I'm not likely to recommend it unless it's just over the top awesome, which most things aren't.