I've found that's true for almost all naming and branding. If you have to try to improve the name of a company/product/job, it probably wasn't a very good company/product/job to begin with OR the name is overly aspirational and the reality is the opposite of what you're trying to name it.
secretary --> executive Assistant
waiter --> server
garbage man --> sanitation engineer
janitor --> custodian
Any company/product that has the word "best" or "fast" --> Not the best or fastest at all
secretary --> executive Assistant
waiter --> server
garbage man --> sanitation engineer
janitor --> custodian
Any company/product that has the word "best" or "fast" --> Not the best or fastest at all
strip club --> gentlemen's club
Etc.