I don't really agree with his first point at all. Is there any data to prove that 'real world' names are better? If this was true then why don't more real world

I don't really agree with his first point at all. Is there any data to prove that 'real world' names are better? If this was true then why don't more real world companies use real world names instead of names like "Alltel", "Hertz" or "Ruby Tuesdays"?