[npstr]

This seems to imply CockroachDB's name would be ignoring/bad marketing? I think it's fine. I see a lot of people saying something along the lines of "if it had a different name I would have looked at it earlier" but honestly I think if it was really named differently with a less remarkable name they would not have noticed it in the first place.

[inimino]

You can see lots of people in this thread alone saying they have an instinctive, visceral negative reaction to the name. If you think that's good marketing, I don't really know what to say...