Well, names are useful for the same reason people's names are useful. The rest just kinda happens naturally, I think.
"Happens naturally" isn't really an answer.
I truly cannot understand why this is brought up so often. You aren't paying for it, it doesn't hurt you in any way, it detracts nothing from the findings (in fact, it makes the findings easier to discuss), etc. There is no downside I can think of.
Can you share what the downsides of a picture of a puppy and a $5 domain are? Sorry, "branding" and "marketing page"?
Or at least, maybe you can share what you think would be a more preferable way?