If you have never had the pleasure of choosing a band name, you can not understand the angst, the back-and-forth, the strum-and-drang involved in making such a decision. I suppose if you have one person that has brought the group together and writes all the songs and pays all the money for rent and/or recording, then that person can just decide. But in most cases those duties are shared and so everyone gets a say in the decision.
I've gone through this process a number of times. When my first band decided on the name "Jupiter" it was basically a name we settled on because nobody hated it. Years later when we put out a full length album we had the opportunity to change it to something more interesting- but guess what? We could never come to a consensus so we stuck with Jupiter.
My little back-burner project (way, way in the back these days), The Shatwrights, was much easier to come up with. But that was mainly due to the fact that there are only two of us and we ended up using a combo of our names.
So now I have a new band. We have recorded some music and even have an influential media person asking to hear it but it really would be best to have a name before we turn it over. And do we have a name?........no, we don't.
TR suggested a great, democratic idea wherein he took all of the many names that had been suggested and sent them out to all of us. We all wrote back to him with the names on the list we could not stand to have. Now we were left with a small list of names that nobody hated. He sent these out to us and we each assigned them a numerical value according to how strongly we liked them. In the end there was a clear winner. Hooray!
But no, shortly after the exercise, two of the members decided that after sitting on it they didn't like the winning name all that much. (SIGH) Back to the drawing board.
So why is it so hard? A band name is fraught with responsibility. You want it to say something about you. Whether it is your sound, a mood, a feeling you want to invoke. It also must be "catchy" or memorable so that when people hear the music and like it they will remember the name associated with it. It cannot be cheesy, or pretentious, or confusing to pronounce.
So for now we keep looking!