I'll take a look at that book. The naive counter in my mind is that I can cede there are bad names without necessarily needing good names.
That is, the name of something takes as much importance as you want to give it. Using a name that brings up bad context is obviously bad. But... no amount of "good context" is going to help a bad product/thing.
For google, I would just argue it isn't a bad name. Not really a good one, per se. Before google, it was virtually an unknown word that had no meaning to most folks. (Indeed, it is a misspelling, after all.)
ps. google is not that bad actually as I look at it now, but what counts is the first impression. Of course if you have a breakthrough technology you can give it the name "underware" and it will adopt.