Fully agree, but the author is not using AdWords to generate names, but to have a number of names (4 in this case) compete with each other (running the exact same ad, just changine the name). The reported outcome in that case was 80% of the clicks went to "Autovate", although we don't know that all variations got equally exposed.

[edit] The four names in question were Motiveatr, Autovate, Autovator, My Auto Motive.

[edit] (Removed rant on the name Motiveatr)