What he means is that names are a local convention, and scaling soon obliterates the conventions. Then you need to go to descriptions that use a much smaller set of agreed on things (and you can use the "ambassador" idea from the 70s as well).
This is related to my original interest in language structure words and ontologies. The idea there is that the set of 'relationships' between things is small and universal (X 'contains' Y, A 'is an abstraction of' B) and perhaps can be used to discover and 'hook up' two object worlds that are from different domains.