Qar? *BG* Oh well. When you have several operations going at once, it's easier to keep them straight in everyones mind if you give them names and "high sounding" names can aid morale.
Witness the British tradition of naming their warships. It's easier to feel loyalty and pride in the "Dauntless" or the "Endeavor" than it is in the "Harold J. Quimby".
Yeah, Infinite Justice was dumb but it looks like they are on the right track now. I remember being involved in an operation called "Brightstar-Pinecone II. It was a little hard to get excited about that one.

troll