IMHO the naming conventions are taking a page from games like Exalted, Qin, etc. The biggest problem I have with them is that D&D (at least IME) has always been used to play in a multitude of varying campaigns with differing styles. Games such as Exalted and Qin use flowery descriptive names for abiities because it reinforces the games feel and fits the world's genre as presented in those books. The difference with D&D is that it's never had a definitive world to play in.
Just looking at 3e you have Greyhawk, Forgotten Realms, Eberron, and that's not even getting into the whole 3rd party and homebrew worlds. Fluff is used to reinforce particular playstyles and/or genre tropes, the problem is that everyone has their own particular style in their D&D game. This makes them really unnecessary and in fact kind of annoying since it's just more work for a DM to first get to a generic baseline and then inject his own fluff.
I would have no problem (aside from my personal like or dislikke of particular names) if these were in specific campaign books, but in the end I'd rather have generic/descriptive names and create my own particular naming conventions dependant upon the style of world I play in.