I agree that it may plausibly be argued that the difference should rarely fall into the small margin: U(good name) - U(bad name) (up to varying priors, utility functions, …). However, should people calculate to the point that they can resolve differences of that order of magnitude? A fast and dirty heuristic may be the way to go practically speaking; the difference in utility would be less than the utility lost in calculating it.
I agree that it may plausibly be argued that the difference should rarely fall into the small margin: U(good name) - U(bad name) (up to varying priors, utility functions, …). However, should people calculate to the point that they can resolve differences of that order of magnitude? A fast and dirty heuristic may be the way to go practically speaking; the difference in utility would be less than the utility lost in calculating it.