Exactly. I've come realized that names just don't matter. We associate our feelings towards a product to the name. The name is simply an anchor to connect all our disparate experiences. The name Google would have seemed silly at first but now it commands respect around the world.

The only exception to this are names that carry a connotation to begin with. Positive connotations to whatever product you're hawking is a huge boon. Negative connotations can be a black cloud you may never get out from under. Tablet these days seem to be the latter. Amazon was right to ditch the straight-jacket and allow the device to define itself.

The problem with "Kindle Prime" is that it takes two of Amazon's strongest brand names and muddles them. Reminds me of Microsoft's marketing back in the early 2000's where they'd append .Net to everything, or take a sqlite-like library for smartphones and call it "SQL Server 2003 Compact Edition."