I think "Noble" would have been a great name, as suggested above.
The naming convention is a tough deal... "Kindle" after all, isn't an amazing name either. It's an adjective that describes the starting of a fire (or something). A word that, in my opinion, doesn't really have anything to do with reading (anymore than "Nook" anyway). I personally didn't ever connect "Nook" with any of the "nookie" jokes that have been floating around.
In both the case of the Kindle and the Nook, there's no intuitive implication that the product has anything to do with reading. That being the case, I think the name is meant to encourage curiosity, and from there it doesn't really matter.
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