Frankly, I think it generates considerable free buzz. Everyone's always talking about shuttleworthian adjectives and obscure animals.
My one point of contention, and I've brought this up with Mark personally, is that he needs to announce the name of the next release sooner. Or at least the adjective code name, as it's relevant for things like scripts and other tools, and once we start to freeze things we need to retarget stuff to the next (+1) release.
It's quite silly for any of that work to delay for a reason as lame as wanting to unveil the adjective in a future quirky blog post. Would you believe we actually had to build an abstraction layer in launchpad for release names so we can have things like the "R release" rather than just using the adjective directly?
Silly Shuttleworth
My guess is the Zonure[1], since it is South African and looks awesome.
Although if they continue the trend of increasingly hard to pronounce names they might go with Zyzzyva.
[1] http://farm5.static.flickr.com/4033/4447517348_9bf8d8b2a6.jp...
Pronounceable correctly, maybe. ("Quantal" is easy, but the first time I read it I pronounced "quetzal" like "pretzel" with a 'qw' instead of 'pr' and I will likely continue to do so even though it's technically wrong.)