Probably to some extent it is marketing, but generally it has to do with significant bug finds to get the message out to the people who need to apply patches and/or be informed. Heartbleed, Log4Shell, etc.
Very few CVE’s get names dedicated to them like this, because usually when they do - it is very serious, as in this case.
Very few CVE’s get names dedicated to them like this, because usually when they do - it is very serious, as in this case.