As others have said, Sony is following the "stupid name = win" strategy. "PlayStation" was kind of a stupid name when it first rolled around, "PlayStation 2" was stupid because no-one had ever just made a "2" system before (sans Odyssey^2, but that's different), DS could be taken as an acronym for a certain lewd act, and Wii was just incredibly obvious
Hell, Vita might not be stupid enough.
Monster Hunter: pissing me off since 2010.