The naming feature is intended for reporting. The default name for on the Keyword Report is the actual expression itself, which for a large expression would be difficult to read. For example:
Keyword Name Count
\d{3}-?\d{2}-?\d{4} 6,416
\b[A-Z0-9._%+-]+@[A-Z0-9.-]+\.[A-Z]{2,}\b 714
Looks much better as:
Keyword Name Count
SSN 6,416
Email 714