Naming things is a design problem

A wrong color gets fixed in an afternoon and nobody remembers it happened. A wrong name for a button, a state, a section of navigation gets typed into commit messages, ticket titles, and Slack threads for years, and every one of those instances is a small tax on whoever reads it next.

The naming pass I trust least is the one done alone at the end, once the feature already works and shipping is the only thing left. Naming wants to happen earlier, out loud, with someone who'll say "wait, what does that actually mean" before it's load-bearing in forty files.