My hunch is the people submitting these stories assumes that A) the name speaks for itself and B) they're trying to evoke some sense of wonder/excitement with the single-word title.
Well, if they didn't assume that the name speaks for itself, they'd make it more likely for people that don't know the products to discover that they exist... what is the entire point of an anouncement.
And now I'm remembering Dr. Strangelove for some reason.
Or hide it's irrelevance? "Drawbridge: In-process visualization of Win32 Binaries" will get a lot less clicks.