My pet peeve is people naming stuff to make it rare, rather than using it to ID stuff. Definitely, if you're 100% sure of a name that is in common usage, and is very unique, use the name? But should you name your new zoa that has alternating color in the skirts when the zoa it most looks like doesn't just to try to create the next Purple Hornet craze? That's where I draw the line and it gets ridiculous to me.
From a specificly retail perspective as a customer, I'd prefer better customer service which would include higher selection (especially if I'm having it shipped to me to make the shipping worthwhile), "fair" prices, quick shipping, good communication, etc. That you spent 5 hours asking people on 9 different forums what the name is to your zoa because its nowhere on zoaid or anywhere else you can find would rate pretty low on my list of things I'd care about. But if you have AoG's or Devil's Armor or LOTR palys or any of a bunch of others that are commonly used and readily identifiable, I'd definitely say use that name.