Tom Doak- I'd agree that hiring a marketing firm or forcing names on holes, is probably not a good idea. I can't remember all 18's name anyway. If the hole can't be naturally or simply named, like "redan", and nothing clever comes to mind, like 'Hell's half acre', why not leave it open for interpretation and almost make a quest out of the proper guessing or naming. I guess the ego's get in the way, but perhaps someday there will be a project where the principle would embrace a non-standardized approach recognizing the reality of a courses evolvution.
One of my all time favorite names is the 3rd hole on the River@BWR, "gottcha". It always made par or birdie, that much more, since it was Pete egging me on to the challenge. Most of the names on that course are very appropriate. Heevens door, Hell's gate, Sand Pit, Snake, Cathedral Spires, Unter der Linden and Mercy, just to name a few.
Spanish Bay's "Left be gone" is both descriptive and memorable (especially if you go left)
Heather Glen used some Scottish vernacular which I always
liked and one, I often use and nobody gets is "fin me oot".