I'm agnostic on whether it needs a different name. For a use-once-in-a-blue-moon product which fixes an immediate need, it probably needs better SEO. The simplest baby step is to write ten or twenty pages about pain points and how Ninite fixes them.
We're working to position Ninite as a great general download site and our new Ninite updater should help repeat use. Even with a single app, clicking next next next through an installer is silly. Our paid users end up using Ninite daily at their work already.
A big issue with SEO for us is that normal users don't even imagine that what Ninite does is possible. I think some mix of education and oblique SEO could help, but I think the newness of what we do complicates things a lot.
We aren't hurting for traffic, but it's primarily word of mouth and press so far.
Me? I'd go big with something memorable. Think something like Hudson's approach. I was thinking a mascot with an easier name to remember: maybe a cute dog (Lassie! Install!). A robot might make more sense given the theme. Hey! Maybe a robot dog! I bet you could own the search [robot dog installer] even if you picked (another) unmemorable name for the dog.