I've been in more than one meeting where, after lengthy discussion about product name, the group circled again back to the original (temporary) name created by the developers.

And in that time it had somehow subtly become adopted by marketing as theirs :)

(To be fair, picking names is hard, even if you are in marketing. I'm sure there's plenty of science, but one of the best ways IMO is to just blather them all around for a while and see what feels right/sticks after a day or two).