The Weather Channel came up with the idea, basically for communication. They contend that naming winter storms raises awareness and improves communication. The biggest winter storms get nicknames afterward anyway -- people in Chicago are still talking about the Blizzard of '67; the Weather Channel's Web page cites "Snowmageddon". But I think it will take time for "name that winter storm" to catch on.
http://www.weather.com/news/why-we-n...torms-20121001
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