Well, firstly I'd like to state that one person's awful name is often another person's awesome name. That's why suggesting an example of a "bad" band name can be the easiest way to start an argument. Still, most music fans and professionals do seem to agree that some bands have inarguable bad monikers.
Another factor is search-ability. This issue has changed during the last decade in its degree of importance. Bands would often chose a name that would appear near the front of album or CD stacks, not buried in the middle (Hello Abba and ABC). There are still bands that think about how to be the first in your alphabetically organised list of MP3s.
Of course, bands also need to consider how searchable their name is online. Using a common word (say, Brother) makes it very difficult for fans to find the band on the internet. It can work the other way. I've heard several people suggest that part of the buzz around the band Cults has been due to the difficulty in finding them online. Thus, making them de facto more obscure than the singular Slim Cessna's Auto Club (Denver). You have to wonder whether the band Games (Brooklyn) considered this when naming themselves one of the most over saturated terms on the internet? Probably not, which is why they are changing it to Ford & Lopatin.