No, I’m not.
After mentioning several well-known strategies for choosing names, he goes on to discuss two new strategies, which he calls “global branding” and “GoogleUnique”.
The first is about names that “work just about anywhere on the planet”.
The second is about names that result in unique Google search matches. He says “All things being equal, a name which is unique AND works for all the other namely considerations a fine name needs is a better name.”
However, I don’t share his optimism that Googling may prevent naming disasters like Ima Hogg and Hugh Jass.