Google and their ilk picking these childish cutesy names ("Project Loon", "Project Fi", "Malta") is incredibly grating and needlessly detracts from their object

Google and their ilk picking these childish cutesy names ("Project Loon", "Project Fi", "Malta") is incredibly grating and needlessly detracts from their objectives. Do it once and maybe it's clever. Do it as a rule, and it's hard to take the work seriously. Not to mention, do any of these so-called "projects" outside of Google's core competencies do well once they meet with the real world?