Regardless of their status as a mass producer, they should really consider that a name has to be recognizable before it can sell.
I quite seriously despise Apple, but their marketing ploy is dead on. You never have to play the guessing game of what it is when you see someone with an Apple product. I came across another WP owner in the wild recently and he didn't even know what phone he had. Took us a couple minutes of googling obscure codes under the battery to discover what it was (some Huawei phone I've already forgotten... emphasizing my point further).
While the numbers system isn't hard to decipher, it doesn't have the kind of appeal that'd make it catch on. Something like; say: the Lumia 520 could be called the Lumia Essence for offering essentials, or Lumia Optic instead of Lumia 1020 since it focuses so much on abnormally superb camera experience.
While I'm sure better monikers could be created, the point is that they work more effectively than numbers. When I had my Samsung Ativ XE500-T1A US, I'd get asked all the time what it is and just answering that was complicated. Now that I have a Surface Pro, my answer to which tablet I'm using can simply be Surface Pro.
Associating a device with a name allows it to at least have a chance at getting it's name in circulation. Think the iPad would be as successful if Apple came on stage and announced it as the Apple A1432? Hell ****ing no.
While it may seem like it's not a big deal, the lack of recognizable names do a lot more damage to the entire Windows Phone platform than you'd think. Lumia Icon was a step in the right direction, and for doing so it's already displaying that the WP platform has some class instead of everyone just defaulting to the Lumia 520 because it's cheap.
If Nokia decides to wisen up, the naming of Lumia 630/635/930 won't make it to the public.