Steve Manning's foot in the mouth

Steve Manning, the go-to guy for quotable quotes on brand names & the CEO of Igor International, is a big critic of the name Nintendo Wii. While I don't think the name is that original (there's a channel v in India), it isn't terrible either. But Steve thinks otherwise. Nintendo tried to defend their name in this piece. Steve hit back with this classic quote: "The biggest key to figuring out a bad name is when they explain it," he said. "You don't have to explain a good name; you have to explain a bad name." Oh, yeah? Could anyone tell me what Igor means? Could anyone tell me why Igor puts out lengthy case studies like these to explain the logic behind their choice? Steve, next time you throw stones, look at your glasshouse first.