Read the full article by incognito mode; thanks cmmagnussen.
Tropes and click bait culture aside, the author said most marketing teams have moved to alpha numeric monikers because the lack of non copyright properties. Yet conveniently left out the fact Jeep internal designations have always been 2-3 letter codes.
Also, correct me if I'm miss remembering this, but the native american naming scheme didn't start until jeep was owned by german based Kaiser motor company, though continued with amc then mopar and now fiat.
Without trying to shield or point a finger at anybody, I'm just saying jeeps are designed / engineered to perform a function, regardless of what marketers decide to sell it as later.
Though I will admit the eliminator trim line warrants a head slap.