I suppose it's somehow sexier because the Zen teacher Rinzai suggested, "Grasp and use, but never name." He's 'important' after all, so what he says is regarded by some as likewise important.
But when anyone takes away the 'importance' and/or 'sexiness' and simply takes the man at his word, isn't it easier -- aren't things really more relaxed and less heaped with meaning or other bits of icing -- when the namelessness of things is simply acknowledged and there is some accord?
It may be a bit tricky because some nitwit is likely to point out the wisdom of "the namelessness of all things." But namelessness is not the point. Namelessness is the point. There is nothing corrupt or sinful about calling it a "hot dog," but too often the relaxation factor is missing.
It's nice to relax.
I think maybe Rinzai was talking about relaxation, not some numbnuts wisdom.