I also don't like AWS's odd names, but there are competing priorities when choosing to name something. I thought of some things to consider when you're naming which may make you choose a (possibly terrible) proper noun instead of a generic term.

* Is what you're naming a product which you can trademark? Or is it just a feature that would be silly to trademark? (EC2, Sagemaker, CloudFront vs account, billing profile, user)

* Does the name help with people differentiating your product from your competitors product?

* Does the name help people find the product when searching online?

* Does the name help ensure that the product isn't regarded as "Just a (generic term)" when it is more than that?