Excerpt from this article:
Network names have gone from being boring digit chains to another opportunity for personalization, like vanity plates or monogrammed towels. “You name your Wi-Fi so you don’t have to read the overly lengthy digit code and password to visitors, but also to authentically create a moment of levity, to tell your friend something they may not know about you,” said Natalie Zfat, 31, a social media entrepreneur in New York City.
Ms. Zfat equates the importance of Wi-Fi branding to screen names 15 years ago. “There were always people who were straightforward and then others who were much more creative and detail focused,” she said, citing aliases like Flirty4u and Sporty88.