[org.whodat]

Calling it a flying belt is just a bit over the top, it’s really nothing more than a rope winder struck on the end of a small starter motor.

[Brainhose]

I didn't name it. But if you've ever read book on marketing, you want to get you product recognition out there first and have an interesting name that people will remember.
I'm not sure that the name "Belt that lifts things and stuff" would really be a marketing plus.
Perhaps Silly String should be called: "Stringy crap that squirts from a can and may or may not cause some form of mild amusement." Besides getting that on a label "Silly String" Says it all in two words.