Feedback from one of the teams I'm working with: the naming of some of the core apps makes it harder for new developers to come up to speed on Phabricator initially and is a low-level source of friction even after the initial ramp-up. Specific example from one team member: Why isn't the wiki labeled "Wiki" instead of "Phriction?" The initial impression from a menu of apps with unfamiliar names is that there's more new stuff to learn than there really is, and it's easy to forget the special Phabricator names of apps you don't use that often.
Changing the app names would be a problem, of course, but I wonder if some of this could be addressed using the translation system. Barring that, tooltips might help, so you don't have to go clicking through to each app trying to find the one you want.