The switch between character and franchise names might not be that arbitrary. Someone suggested that it goes back and forth per "category", which, I think, goes well for a while until some point.
Also, Wyvern pointed out that the Ice Climbers were "Poponana" in the debug menu, something that could be looked into.
But in the end, it doesn't matter how much it seems like TEH CONSPIARCY.
This whole thing is much like science. We have a few pieces of evidence and worked out a way to be able to calculate and predict stuff with it, and so far, it has worked.
And since it has worked, there is no reason to change it until we are presented with an instance where the system fails, which would be absolute proof that it's faulty.
Until then, question it all you want, it won't change a thing.