I'm guilty of making up names.
Alot of times in states where it's illegal, people lose track of strain names. When I get a dank strain that lost its name in its journey, I come up with a new one. I take time to actually think of a decent name A name that describes it's high.. sometimes I throw in cousin or brother like saying "I call this purple lock since it's the cousin of purple flow.. It's a made up name".
Like you probably guessed from my quote, I let people know that it's a made up name.
It's like a hobby and not a sales propaganda.