There are a significant number of people who make game purchases as impulse buys in retail stores. This demographic will be influenced strongly by name and box art. I can certainly see people not picking up DD to check out based on the name, or their perception of the box art. With ED, though I don't think the name will give a negative first impression. Even if it does, though, presumably having a dragon on the box (I assume) will more than make up for that, for those interested in fantasy themed RPGs.
Like other have said, positive coverage or publicity also overcomes negative connotations of the name. DD didn't get much marketing, and a few weeks after release I rarely saw it on store shelves around here (when I did I'd make sure it was in front, though
). Hopefully ED will do better in that regard.
