I consider it to be by far the greatest obstacle that is keeping me back with getting anything about a setting typed down. Things are taking more specific shapes and gain more individual characteristics as I write them down, and to write about them they have to have a name.
Names don’t have to be anything fancy. Every made up word sounds a little strange in isolation but it becomes more normal as you are using it. However, in a lot of situation you don’t want your names to look like obviously made up fantasy names. Especially when you are going for a unique style that stands in contrast to Standard Fantasy Settings. And you also don’t want all your made up names to sound the same.
Naming things is the worst part of creating fantasy worlds. It ranges from anoying to frustrating and up to infuriating. But there just isn’t any way around it.