He said the 35% was completely out the top of his head. That is a guess. He has little information and really what he is basing such guess is on his opinion that the name has such a great effect as to count towards 35% of the success, which, no offence to lionheart whatever because he is an esteemed contributor and I really like his comments, is ridiculous.

The name might and does have some advantages, especially if it is short and relatively easy to remember, but the 35% should possibly go towards the two things mentioned, that is design, and user experience in filling in the form, 20% possibly marketing and the name would at best have a 5% effect.