In the last SSWG meeting (just posted the notes) we have been discussing this. The tl;dr is:
- for existing projects with existing tags & users: name stays as is (unless there are some existing, problematic clashes)
- for new projects: cute names preferred
The reason that we explicitly don't want a naming convention is that this is a perfect recipe to get clashes 
. I totally understand that engineers like conventions but for naming that is problematic in Swift right now. So if at all possible we'd welcome "cute" names because they are less likely to clash as a workaround for the current situation.