This 1999 Salon.com article on corporate naming practices is a great read, even ten years later (thanks to Isaac for the link).
Disclosure: I preferred the name Cardinal over Firefox and I work for a company called silverorange.
I was a bit put out when the Phoenix name was dropped. I thought that it was quite appropriate at the time.
That was a good read! Puts me in mind of all of the name changes Verizon telephone has gone through!