In a recent thread about changing the name of Solstice to Solstice Advent, Oliver Habryka estimated it would cost at least $100,000 to make that happen. This seems like a reasonable estimate to me, and a good lower bound for how much value you could get from a name change to make it worth it
The idea of lowering this cost is quite appealing, but I'm not sure how to make a significant difference there.
I think it's also worth thinking about the counterfactual cost of discouraging naming things.
As an example, here's a post with an important concept that hasn't really spread because it doesn't have a snappy name: https://www.lesswrong.com/posts/K4eDzqS2rbcBDsCLZ/unrolling-social-metacognition-three-levels-of-meta-are-not