I caught the head of programming for the WC on NPR about a month ago. He was saying that they will be naming EVERY storm from here on out. People were calling in and asking if the NWS was going to adopt these names and the overall vibe was probably not. So, in essence, The WC will be naming every storm for marketing purposes/pop culture value/reality television-styled ratings boosts.
It will be interesting to see the names they come up with: Sandy was such a sweet name for the brute of a storm that wrecked the EC. Wonder if Brutus will live up to his name or end up being more of a pussycat?
FWIW, Googling "Weather Channel Starts Naming Storms" yields a ton of articles from various news outlets, the bulk of which seem to be harshing (not a surprise) on the channel's newly instituted practice.
http://www.google.com/#hl=en&tbo=d&o...w=1686&bih=992