Here we have neologisms that are chosen to sound as if they're historical.
As the commenter notes in this article, some of them do arise from pre-existing site names. But the etymologist - the historian of linguistics - might hope for names that reflect the times. The BBC report on the same story lists some more contemporary and perhaps appropriate names - I liked 'Dog and Bike' as an appropriately present-day name.
Five New Areas Of London Named In Olympic Competition
http://londonist.com/2011/08/five-new-areas-of-london-named-in-olympic-competition.php
Five New Areas Of London Named In Olympic Competition
http://londonist.com/2011/08/five-new-areas-of-london-named-in-olympic-competition.php
