What's in a (restaurant) name?

What makes a good restaurant name?
Some of the most popular restaurants in the Bay Area today:

French Laundry
A16
Quince
Boulevard
Coi
RN74
Zuni Cafe
Camino
Nopa
Slanted Door
Chez Panisse
Flour + Water
Spruce

Nothing particularly similar about these names, except perhaps that they are generally 1-2, slightly unusual words in most cases. Surprisingly, only a few (A16, RN74, Flour + Water) actually say anything about the food they serve. Of these, Chez Panisse, Zuni Cafe and Boulevard have been around the longest (15+ years, 30+ for Chez Panisse) and for local foodies have become mainstays in the restaurant scene, conjuring up very specific philosophies and ideals for food quality, service and overall experience.

In choosing a restaurant name it is important to be memorable but not too weird--those restaurants that choose funny or goofy names don't seem to last long (we'll see what happens to Heaven's Dog, Let's be Frank and Hogs and Rocks...) even though they may have initial appeal.