It's true in some cases the name of the product is far less important, but in my point of view it's only true for more or less traditional products and doesn't apply to new, innovative products (and even then).

Some people may like to push a product without giving proper tought to the name/branding but I'm sure it will decrease their chances of success, maybe not a lot, but still. As I see it, today everything is getting more and more connected, a product without a twitter account or facebook page is possible, but imho you're missing out on a great chance to market your product.

After you're done with development, it's getting users/attention that counts, and as it's already pretty hard to do that it's best you take every chance you get, even if it's not much.