The same person at Cidex who chose the spandrel for the buildings also chose the names.
It's not like "The Hat" is a particularly appealing name either. These name choices keep me wondering.
Same with "11th and 11th." I'd much rather say "I live in Point Tower" than "I live in 11th and 11th."
I don't see any appeal in being asked "where do you live," replying "The Hat," and being asked "which one?"
I like that Cidex is still pushing buildings despite the recession, but damn. Give each one some uniqueness.