It part of the culture and tradition which there is a concerted effort to remove that culture and replace it with a different one. Forcing L-CAL naming conventions (Like calling Flight Operations the "Chief Pilots Office" etc) is just one way to force a culture change. In the Navy in the 80s the CNO tried to change the name of the BOQ to the UOPH (Unaccompanied Officer Personnel Housing) because of the larger number of women officers but it failed because everyone refuse to call it UOPH and they still called it the BOQ. The next CNO reversed the name change.

It has nothing to do with trying to "sound cool". Naming aircraft is part of the tradition of aviation.