>Indeed, the article complains about names 'just being made up'
Unlike all those other placenames like "South of Market" which were decreed by god when he created San Fransisco :P
What they're really getting at is that it was made up by the wrong people. Like anything else that once happened organically among groups of people, you can now wrangle up an advertising budget and push it along.
My neighborhood has a "real" neighborhood name and a silly sub-neighborhood name that gets brought up once a year for a block party. If real estate developers thought the name was valuable, I bet it would mysteriously become a lot more popular.