that's actually pretty interesting. i ll give it a try! :P
I guess the whole purpose of this is to bring the public closer to ESA, astronomy and in general science. Pretty clever way to do it. If in the form you linked asks for an email then they know how to use marketing!
For sure that is their intention. And I think even if the public were to give it a stupid name then it is still good PR.
yes and some people will search for an appropriate name that matches the mission or the vision the ESA has so they will do a little bit of research and a learn a thing or two.
just for the story i already sent a name :P