Yeah fair enough but I note the definitive word in the statement is "can" - "a well chosen name CAN make a company iconic...." not will, must, inevitably, invariably, with certainty etc.
I'd suggest a clever campaign for brand awareness can overcome the name if it needs to be overcome - as long as people are aware it's an option the punters will do the rest via the internet looking for the best $$ value.
I still don't know the market they'd be looking for that can't/won't be covered by the incumbents, maybe my lack of imagination.