I think the author makes a hard distinction between consumer products and infrastructure/engineering products. The Shelby Cobra has a funny name, but its engine is the memorably named V8. The Hoover Dam is a dam, and the Golden Gate Bridge is a bridge.

We can argue about namespace pollution and overly long names, but I think there's a point there. When I look at other profession's jargon, I never have the impression they are catching Pokemon like programmers do.

Except for the ones with Latin and Greek names, but old mistakes die hard and they're not bragging about their intelligibility.