It wouldn't have.
Names fit a particular purpose. What is good for one purpose (selling to the corporate market for example) then "sms.com" might be worth the money. Another situation, maybe not.
Naming and branding is important because based on psychological principles and things that have been around forever it is important. (Sorry that I don't have time to point to the underpinnings of the research and basis for this statement.)
Ev's argument is also like saying the name of a movie is less important. You can always find isolated cases where the name wasn't that important like "the social network" and counter it with movie names like "goodfellas" "godfather" "rocky" the list is endless.
As John Gotti Jr. said to the interviewer on 60 minutes "la cosa nostra" like the way that rolls off your tongue? The fact is people do like cool names.